Client : Peloton

URL : View Project

Case Studies & References

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 

Target Audience

– Adults 35-54, HHI $75K+

Media Channel​

– Local Market TV, National Cable, Network TV​​

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)


– 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


Does Your Product Have What It Takes for DRTV Success?