Damn Good Client: Dance2Happy
Back in the thick of the pandemic, an enquiry showed up that didn’t quite tick the “ecommerce clients only” checkbox…
But something about Afaf’s vision for Dance2Happy, a new Zumba brand that focused heavily on mental health and would launch with online classes, piqued my interest.
And I’m so bloody glad it did.
Take a look below at the ins and outs of what went into getting the Dance2Happy website copy ready for launch.
What even is DANCE2HAPPY?
Dance2Happy does Zumba classes with a focus on the mental health benefits. Their online and in person classes are designed to get your smiling.
What’d I rub my brain juices on?
Afaf, the brains behind Dance2Happy, wanted to launch the brand (mid pandemic) with online classes and needed web copy that fit.
Via a Buy My Brain sesh we tackled the copy for the Home, About, Instructors, Class Schedule, Kids, Shop and Contact pages.
What’s the vibe?
The Dance2Happy vibe is fun, upbeat, approachable and super energetic.
That meant using language that’s easy to understand, positive and brings a sense of fun and excitement!
Figuring out what the copy even needed to say (aka. What’s the point?)
After pouring over Afaf’s discovery questionnaire answers, research and voice of customer data, I got clear on what we needed the copy to cover.
Rather than just shoving nice sounding words together, this meant that there was substance to what we said.
The 3 main points for Dance2Happy:
Dance is a scientifically-proven mood booster
It’s all about having fun and moving your body, rather than getting it “right”
Dance2Happy classes are great for all ages and skill levels
My fave lines
These are all my word darlings and I refuse to pick a single favourite (although if you twist my arm for long enough it’d probably be the second one…)
Classes that are fun, uplifting and leave you smiling long after the last step (About page)
Give the gift of a mood boosting workout (because no one needs another candle) (Shop page)
Get your happy dance on from the comfort of your home (Virtual Classes page)
The focus is on having fun, rather than “getting it right” (Kids page)
What made this project such a winner?
Afaf came armed with strong vision for a fun, uplifting brand, a tonne of VOC data and the scientific research to back it all up.
Through the Buy My Brain session, this all came together to create the website copy needed to get Dance2Happy out into the (online) world. Since launching, they’ve laos grown their team and added in person classes.