Peloton
As a brand, Peloton is up before the sun, busting their ass to give their Members the ultimate connected fitness experience.
Platform: OLV, web
Bike+
The Situation:
Introduce the all-new Bike+. New hardware. New features. More capabilities.
The Creative:
Peloton Instructors, the brand’s biggest influencers, speak about a new feature that makes their workouts more epic. Take Alex Toussaint, for example. He’s a music lover, so it made sense to discuss immersive sound. It was a smash hit.
The Results:
A runaway hit selling tens of thousands in the few months. Not bad for a bike that doesn’t go anywhere
The Challenge:
Aside from launching a product in a pandemic? How can Peloton emotionally connect customers to the Bike+’s new features? Bells and whistles are lovely, but their music needs to resonate.
My Role:
I developed the idea of having the instructors emotionally connect with a new feature. I also wrote all scripts and served as the interviewer to elicit authentic responses.
The Cooldown
The Situation:
It’s not the end of the year without a wrap-up (thanks, Spotify). Peloton wanted to promote the accomplishments customers made over the year.
The Challenge:
Highlights customers’ stats in a shareable way.
The Creative:
A personalized video and microsite featuring key stats were created for every single Member.
My Role:
Lead writer responsible for creative development, copy, and naming.
Grateful For You
The Situation:
Thanksgiving can only mean one thing: a “I’m thankful for” message.
The Challenge:
Peloton is nothing without the community that supports it. How can we incorporate their influence?
The Creative:
The Instructors share what motivates them–the Members.
My Role:
This led to the highest participation (at the time) in Turkey Burn, Peloton’s biggest event of the year. I’m grateful that this was the first project I concepted and scripted for the company.
The Results:
For a bike that goes nowhere, it was a runaway hit selling tens of thousands in the few months.