Who They are:
Zumba is an aerobic fitness program that offers an alternative to traditional exercise by encouraging attendees to burn calories through the fast-paced, high-energy style of Latin American dance.
In order to capitalize on a global campaign, Zumba asked us to direct people, who were searching for ways to exercise that were not necessarily searching for classes, to discover and sign up for Zumba classes.
What We Did:
We took into consideration the different behaviors that would be exhibited by this audience and how to optimize accordingly. With that in mind, we successfully located the intended users and crafted search ads tailor-made to their specific exercise interests.
On top of that, we also introduced Zumba’s personal chain of workout gear to further branding and upselling customers into purchasing along with signing up for a class.
We not only surpassed the original goal the client desired, but we were able to meet the total amount of class searches 6 months before the deadline.