To support Millennials in their wellness journey, Prudential partnered with K-pop group SuperM, for the song ‘We Do,’ featuring original lyrics and dance moves that embody Prudential’s proactive health ethos. Amid the pandemic lockdown, the campaign embraced the TikTok dance craze, uniting individuals to connect while apart.

Beyond the music video, it included dance tutorials, wellness tips, a virtual concert, and live Q&A sessions.

The hit single reached #13 on Apple Music’s Global Top 100 and engaged Millennials across 10 regional markets, generating nearly 7,000 user-generated videos, 46 million UGC views, and over 302 million total views across social platforms.