Case Study: STRONG by Zumba achieves 3X return on ad spend and recruits 80% of new instructors with Facebook

Motivating fitness instructors around the world with Facebook video ads

STRONG by Zumba, a new high‑intensity fitness program from the creators of Zumba, needed to recruit instructors worldwide for its instructor training program. The brand set a target for at least 15% of new recruits to come from Facebook ads and faced the challenge of building awareness for a program distinct from its parent brand.

STRONG ran a staged awareness‑to‑lead campaign using teaser video ads on Facebook and Instagram that opened to lead ads, tested creative (finding videos with text overlay outperformed static images), and used the Facebook pixel, Custom Audiences and multiregional lookalike targeting across EMEA and APAC to reach likely instructors. The campaign delivered a 3X return on ad spend, sourced 80% of new instructors from Facebook, and recruited five times the number of instructors targeted, plus strong social engagement.

STRONG by Zumba

Laurence Joly

Director of Digital