”Our videos have had over 25 million views on YouTube and... over 30,000 subscribers”

David Perlman
Senior Digital Manager
Zumba Fitness

What they wanted to do

Zumba is a Latin-inspired dance fitness program that blends red-hot tunes and fast and furious footwork to create an addictive "fitness party!" Zumba is more than just daily classes though. There are fitness DVDs, workout kit, and even games for the Wii, Xbox and PS3. In fact, you could say that Zumba is a full-scale global phenomenon. That's why Zumba Fitness felt it needed to create an exciting online experience for its fans, to keep them coming back for more.

How they did it

Their goals: to engage customers from all over the web, keep Zumba relevant for fans, and create loyalty and community. The Zumba Fitness YouTube channel does all three things. It's a home for dozens of videos, where fans can see everything from the latest salsa and Calpyso dance combos to celebrities like Jordin Sparks getting their groove on.

Zumba also uses AdWords Remarketing to encourage users to keep coming back to watch new YouTube videos and visit the Zumba shop. For example, if shoppers bought or expressed interest in a fitness DVD, they'll later see display ads for clothing to encourage a repeat purchase. For maximum reach, Zumba uses Remarketing to place ads across the Google Display Network.

Zumba Fitness uses a mix of Google platforms -- search and mobile advertising, Google TV, YouTube, and the Google Display Network -- to make sure that their fans can stay in touch wherever they are. This blend does more than drive product sales. It helps create a meaningful experience that customers keep coming back for.

Did it work?

“Our videos have had over 25 million views on YouTube and our channel has an enthusiastic fan base of over 30,000 subscribers," says David Perlman, Senior Digital Manager of Zumba Fitness. "Our Remarketing campaigns have increased our online sales significantly. We are really happy with the performance of our advertising with Google."