Peloton Launches New Multi-Phase Creative Campaign to Drive Demand Among New Audiences
The first phase of the Find your push. Find your power. campaign features football player brothers T.J. and
Experience the full interactive Multichannel News Release here: https://www.multivu.com/peloton/9205451-en-peloton-launches-multi-phase-creative-campaign-drive-demand-new-audiences
As part of Peloton's evolving go-to-market strategy, the company is taking a more balanced marketing approach to how it creates demand among new audiences. Today, two-thirds of Peloton Members are women, which provides an opportunity for the company to attract more men to the platform by using targeted messaging that resonates with their fitness needs.
"Our brand research has shown that more than 70 percent of millennial males engage with running, but many in that same audience set are either not aware of our Tread and running offerings or are unsure if we'll deliver a challenging enough fitness experience for them," said
Motivation has long been an important part of the Peloton experience, but Find your push. Find your power. taps into a deeper human power that energizes people to stay on track with their fitness routines. Produced in partnership with creative agency Special London, the first phase of the campaign demonstrates how sibling rivalry fuels both T.J. and J.J. to push harder in their workouts, competing against each other across many different fitness disciplines on the Peloton Leaderboard. The brothers rotate through various workouts, including running on the Peloton Tread, cycling on the Peloton Bike, and doing strength training and yoga with the Peloton App. Regardless of the activity, the innate competitive nature of the brothers pushes them to their maximum effort.
The first phase of the Find your push. Find your power. campaign launches globally, with 0:30, 0:15, and 0:06 spots featuring the Watt brothers airing in
The work represents the first campaign from a new agency relationship with Special London.
For more information, visit onepeloton.com and follow the brand on Instagram, Facebook and TikTok.
Peloton Credits:
Sam Walter - Senior Director, Brand and Integrated Marketing
Ayorinde Iranlowo-Ifatunji - Assistant Brand Manager
Special London Credits:
Michel + Nico / Merman - Director/Production Co
Cosmo Street Editorial - Post Production
Press Contact:
About Peloton
Peloton (NASDAQ: PTON) provides Members with expert instruction, and world class content to create impactful and entertaining workout experiences for anyone, anywhere and at any stage in their fitness journey. At home, outdoors, traveling, or at the gym, Peloton brings together innovative hardware, distinctive software, and exclusive content. Founded in 2012 and headquartered in
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