Success Story

Ace Hardware

Ace Hardware Case Study

“The decision to include Rocket Fuel in our campaign resulted in solid success against conversions, efficiency, and reach of a qualified audience.”

Jason Smith
Associate Digital Account Director Horizon Media

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Reach new movers and drive top-of-mind awareness


Reaching a qualified, interested audience

Product Used

Rocket Fuel for Direct Response


The Ace Hardware Corporation is a retailers’ cooperative based in Oak Brook, Illinois. It was founded in 1924 by Richard Hesse, E. Gunnard Lindquist, Frank Burke, and Oscar Fisher in Chicago, Illinois. Ace Hardware, incorporated in 1928 as Ace Stores Inc., was founded to provide a centralized purchasing organization to supply the founders’ and members’ stores. The company was named after the ace fighter pilots of World War I, who were able to overcome all odds. Its retail network expanded to hundreds of dealers by 1949, when annual sales reached about $10 million. Today it has 4,077 hardware stores (as of 2012), and does over $3 billion in retail hardware sales annually.


  • Reach new movers with high audience volume
  • Drive top-of-mind awareness and engagement with target audience


  • Reaching a qualified audience in a competitive, saturated online market


  • Delivered a “new mover” audience at a rate 13.7 times over index
  • #1 media partner to drive efficient website engagement

Product Used

  • Rocket Fuel for Direct Response

Big Data Audience Discoveries

When advertisers work with Rocket Fuel, their advertising learns and improves. What did we learn about the ideal audience for Ace Hardware? They tend to be:

  • Adults 25-54
  • Pre-movers: Those who will move in the next 90 days
  • Post-movers: Those who have moved in the past 90 days

Campaign Methodology

  • Leverage real-time surveys for in-flight progressive optimization to maximize audience volume

Products Used

  • Real-Time Brand Optimization