Case Studies & References
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Main Business Objectives |
– Design a direct to consumer communication program that would uphold the prestige and brand equity of Peloton, while driving fitness enthusiasts online and into Peloton-owned stores/cycling studios
– Determine TV’s contribution to all revenue channels, measure and optimize media based on response |
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Target Audience |
– Adults 35-54, HHI $75K+ |
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Media Channel |
– Local Market TV, National Cable, Network TV |
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Buying Approach |
– Using :30 commercials, we started in the NY DMA. Planned high-awareness weight levels of 125 GRPs per week aligning with optimal fitness seasonality in January
– Selected primetime/weekend programming on major affiliates (Modern family, Scandal, The Voice, Today Show, GMA, Biggest Loser) |
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Results |
– Together with online media, TV helped lift web traffic by 100%
– Bikes sold in retail were up 75% 2 months post the TV launch – Subsequently, additional markets were added to support their growing retail footprint (Dallas, Boston). – Two years post start-up, Peloton is growing so fast, they are poised to take on the National platform and are now considered a formidable player in the fitness space |
