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Peloton
Bringing it Home at the Winter Olympics
RAN IN: United States
CLIENT
Peloton
Carolyn Tisch Blodgett, SVP, Head of Global Brand Marketing
Ryan Dillon-Curran, Director, Brand Marketing
AGENCY
John Foley, Founder and CEO
William Lynch, President
Bryant Brennan, VP Creative
Carolyn Tisch Blodgett, SVP, Head of Global Brand Marketing
Ryan Dillon-Curran, Director, Brand Marketing
SUMMARY
After years of operating as a category of one, now Peloton needed to build a brand. We saw the perfect opportunity in the Winter Olympics. But how would Peloton compete in a cultural moment dominated by mega-athletes? It wouldn’t. Instead, Peloton turned to its community of riders to tell a story celebrating a different kind of achievement. The audience-inspired campaign had an immediate impact, increasing both awareness and affinity, and generating to a 77% lift in new leads.
CASE VIDEO
Audience: Families
Objectives: Build brand equity
Type: Business to Consumer
Language: English
