Modernizing a dance convention already ahead of its time.
Overview
OXYGEN THE CONVENTION, an industry leader in innovation, partnered with us to connect their event to social media and build full advertising campaigns that convert.
We handled it end to end: brand strategy and cohesion, paid and organic social, email and CRM automation, conversion-focused video production, a rebuilt website, and a full e-commerce and registration system. Then we did it again in a second city.
The Work
- Built and launched OXYGEN's full e-commerce and registration store from scratch
- Designed and built the CRM, lead-capture, and email conversion system
- Ran paid Meta campaigns tied directly to ticket sales
- Produced ongoing organic content and a video series
- Built conversion landing pages and lead-magnet funnels
- Launched the Boston market end to end with a dedicated sprint campaign
- Built and onboarded the sales team with a full enablement system
- Led the 2027 rebrand campaign strategy
No Rest Just Results
I'm Not Finished
I'M NOT FINISHED is the name of OXYGEN THE CONVENTION's 2027 tour, and the campaign that introduced it to the world. The tour runs Boston in April and New York in May 2027.
The idea is simple. Most dancers train more every year and grow less, because a weekend cannot build a dancer. OXYGEN exists for the dancer who refuses to settle, and I'M NOT FINISHED is that dancer's own voice. It is the line they say to themselves when everyone else is done for the day.
The campaign carried three jobs at once: reveal a complete rebrand, launch the 2027 tour, and sell a month-long early-bird offer, all in the five weeks after OXYGEN's Boston Nationals.
What We Built
Rebuilt the OXYGEN brand from the logo out: a forged-steel symbol, new type, a ranked color system and uniform patches, designed to sit alongside OXYGEN's sister companies without losing its edge. Every piece carries meaning, from the four bars (discipline) to the broken circle (breath).
The launch ran in three acts: a teaser week out of Boston Nationals, a public unveil, then the offer. Our email list got first access through a password-gated window an hour before the public.
Rebuilt the OXYGEN store and site on Shopify for conversion, with dedicated registration and product pages, parent- and dancer-specific landing pages, and full purchase tracking wired into GA4.
Planned, produced and published a full run of Instagram content: faculty spotlights, commercials shot on location in Boston, a First Time series for new families, and deadline content for the close.
Wrote, designed and sent the campaign email sequence through GoHighLevel, including the password early-access drop, faculty announcements, and the final-day countdown.
Ran top- and middle-of-funnel Meta campaigns built on faculty video, parent-voice UGC, and proof-point statics, with full briefs for a twelve-piece UGC program.
Designed the studio offer, wrote the sales scripts and pricing sheets, and briefed OXYGEN's sales team to sell The Forge and The Sandbox directly to studio owners.
The Results
- Conversion climbed every week of September, from 0.13% to 3.39%, with three-quarters of orders in the final two weeks.
- 1,021 new followers earned directly from campaign content.
- Bounce rate fell from 51.5% to 14.6%, and pages per visit more than doubled, from 1.66 to 3.74.
- 40.8% hook rate on video, cold click-through up from 0.90% to 3.37%, cost per click down from $1.08 to $0.35.
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