Propel TikTok Challenge

As we all learned from Gretchen Wieners, making a new word stick isn’t easy. So when Propel wanted to launch their new JOWO (Joy of Working Out) positioning we needed to make sure their audience would know what it meant. We came up with a TikTok hashtag challenge so their spokesperson Mindy Kaling could help us explain it and spread the word. 10 winners each got 10K to continue to fuel their workout joy and we received over 2 billion impressions, so unlike fetch, we made JOWO a thing.