Degree x 2015 Grammys

Social Campaign

Kat Graham (actress, singer & dancer) partnered with Degree for Women to create six mini music videos to encourage viewers to get up and dance during Grammys commercial breaks. The choreography was inspired by the 2015 Grammy nominations and mashups of classic moves from the 80s & 90s. Each video had its own stylized set, lighting, and wardrobe changes.

A few stats: the whole program drove 52MM impressions and 5MM engagements. The #DanceBreak content generated 100K engagements and 33MM impressions. The top #DanceBreak Kat Graham video scored a 15.3% engagement rate; the top #DanceBreak GIF scored a 12.4% engagement rate (hey, who doesn't like GIFs?).


Agency Weber Shandwick
Director Clay Westervelt
Stylist Maeve Reilly

Role Creative Director