Health, Fitness & Wellness
Tackling misperceptions by turning Peloton inside out
The way our target audience saw Peloton and the way Peloton Members experienced Peloton were very different. From the outside, Peloton had an exclusive veneer. On the inside, the Peloton community was vibrant, diverse, supportive, and everything but elitist. The tension between “the two Pelotons” gave us the perfect opportunity: To flip our world inside-out. Post “We All Have Our Reasons” campaign, positive impression “grew faster than we have ever recorded and achieved the highest levels to date”. Additionally, brand sentiment scores all jumped significantly, some by over 20 pts.