Success Story

Zumba Fitness

Zumba Fitness Case Study

“Rocket Fuel beat our CPA goal by 25%. It also took us to exactly the right audience of fitness intenders to drive sales of Zumba DVDs and clothing. The results have been so outstanding that Rocket Fuel is now Zumba’s sole partner!”

Brie Mitchell
Manager Client and Media Strategy Morpheus Media

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Increase sales, provide analytic insights


Finding exactly the right audience in a crowded online marketplace

Product Used

Rocket Fuel for Direct Response


Zumba Fitness® is the only Latin-inspired dance-fitness program that blends red-hot international music created by Grammy Award-winning producers, with contagious steps and moves to form a “fitness party” that is downright addictive. It’s taught in gyms and studios all over the world. Zumba’s as hot as a bushel of jalapeno peppers, but it knows that in order to keep things hopping, it needs a digital advertising partner to continue spreading the word. Rocket Fuel is giving Zumba the heat it’s after – helping ensure it’s dancing its way to the bank.


  • Drive qualified traffic to the website and product sales to a non-instructor audience
  • Increase online purchases of Zumba DVDs and clothing
  • Provide analytic insights on Zumba audience characteristics (excluding instructors)


  • Appealing to exactly the right fitness consumers in a crowded online marketplace


  • Drove CPA goal down by more than 25%

Product Used

  • Rocket Fuel for Direct Response

Why Rocket Fuel?

  • Rocket Fuel offered an all in-one-solution to Zumba’s digital advertising needs
  • Rocket Fuel drove efficient and effective ROI for Zumba’s digital ad spend
  • Rocket Fuel provided deep audience insights to inform future advertising efforts

Big Data Audience Discoveries

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

  • Men and women with an affinity for health, fitness, and exercise