Challenge​
Known, but not loved. During COVID, sales of Peloton’s connected fitness products (Bike, Bike+, Tread) and subscriptions skyrocketed as the world was locked inside. But after that period of explosive growth, brand affinity metrics began to plateau, and sales were starting to soften, as Peloton tapped out its core audience. Peloton became focused on the tech specs and fitness credentials, but this failed to engage emotionally ​with a wider audience. We needed to appeal to more people, not with rational techs and specs, ​but with emotion.​
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Insight and Strategy​
From tech specs to community. ​
Yes, Peloton’s products are brilliant, but in speaking to Peloton members, we found that there ​​
was something even more appealing than the rational product benefits - the Peloton Community.​
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​The 5 million global members of the community are a diverse group of fitness enthusiasts who help each other on their fitness journeys. Rather than focusing on the benefits of the Peloton product, ​we focused on the emotional benefit of being part of this truly supportive, inclusive, and unified group of fitness enthusiasts.​
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Solution​
Our campaign - It’s You. That Makes Us. was a love letter to existing members and an invitation for others to join. The campaign and new brand platform put a spotlight on how the Peloton Member Community organically forms connections and supports one another.​
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We identified the 2020 Olympics -- the perfect embodiment of strength in unity and community -- as the perfect moment to bring our insight to life. Here we worked with genuine members of the Peloton Community, who also just happened to be world-champion athletes, some of whom would be competing at the 2020 games, and all of whom had experienced the benefit of being part of the Peloton Community. ​