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Arthur Murray franchise social media case studySocial for a dance brand that has been teaching since 1912.

Arthur Murray hired us through an RFP in December 2025. We run social for the international brand on Facebook, Instagram, TikTok and YouTube, cover its biggest events, and build tools that help franchise studio owners show up well on their own accounts.

Client
Arthur Murray International
Industry
Franchise, dance studios
When
December 2025 to now
Channels
Facebook, Instagram, TikTok and YouTube
Services
Social media management, video production and editing, event coverage, franchise marketing support, social media automation, reporting

+37%

engagements in Q3 2026 over Q2, with engagement rate by reach doubling

What they needed

Arthur Murray has hundreds of franchise studios and a brand that's more than a century old. They needed social that felt current, the kind of dance content people actually want to watch, while keeping the brand consistent across studios that each run their own accounts.

What we did

We plan the content calendar, edit video and post on four platforms, with Reels and TikToks built around trends, student stories and the instructors.

We cover the brand's biggest events on site and remotely, including World Dance-O-Rama in New Orleans, regional Dance-O-Ramas and Superama in Las Vegas.

For franchise owners, we built a brand kit guide, a profile picture system, a Canva calendar template and comment-to-DM automation that follows up when viewers comment on a post.

What happened

  • From May to August 2026, we cut posting volume by 41%, from 128 posts a month to 76, while engagements rose 27% and engagement rate nearly doubled, from 2.1% to 4.1%.
  • In Q3 2026, engagements rose 37% over Q2, and engagement rate by reach doubled to 6.75%.
  • Our Toy Story dance challenge became the brand's most-viewed TikTok, with 12,355 views across four platforms.

How it unfolded

  1. December 2025We win the account through an RFP.
  2. March 2026The first posts from our content calendar go live.
  3. May 2026Texas Dance-O-Rama montage and the "Types of dancers" Reel lead the month.
  4. June 2026Toy Story challenge, comment-to-DM automation and franchise brand kit.
  5. August 2026Engagement rate reaches 4.07% on 76 posts.
  6. September 2026Q3 closes with engagements up 37%.

The posts

Videos we concepted, produced and edited, with views across platforms.

Arthur Murray TikTok post: Toy Story dance challenge, across Instagram, Facebook, TikTok and YouTube
TikTok, Jun 2026Toy Story dance challenge, across Instagram, Facebook, TikTok and YouTube12K views
Arthur Murray TikTok post: "Ready to be THAT couple?" studio promo
TikTok, Jun 2026"Ready to be THAT couple?" studio promo12K views
Arthur Murray TikTok post: "Types of dancers" you meet on the dance floor
TikTok, May 2026"Types of dancers" you meet on the dance floor11K views
Arthur Murray Instagram post: Video we concepted, produced and edited
Instagram, 2026Video we concepted, produced and edited12K views

Questions about this work

What social media services does Zolay provide for Arthur Murray?

A content calendar, video concepts, production and editing, posting on Facebook, Instagram, TikTok and YouTube, live event coverage, comment-to-DM automation, and brand tools for franchise studio owners.

What results has Arthur Murray seen?

From May to August 2026, engagement rate rose from 2.1% to 4.1% while posting volume fell 41%, and Q3 2026 engagements rose 37% over Q2.

Does Zolay work with franchise and multi-location brands?

Yes. Zolay runs brand-level social and builds brand kits, templates and automations so local owners stay consistent.

Running a brand with lots of locations?

We help franchise and multi-location brands stay consistent on every account, with content people want to watch.

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