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 help them get the most out of their workout.
The Results
A smash 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? To drive Bike+ adoption, we needed to move beyond technical features and create emotional connections.
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 (shoutout, Spotify).
The Challenge
Transform customer data into a personalized year-in-review experience that highlights their fitness achievements, milestones, and stats.
The Creative
A personalized video and microsite featuring key stats were created for every single Member.
The Results
Over 70% of all active Members downloaded their recap videos and shared on social.
My Role
Lead writer responsible for creative development, all copy, and naming.
Grateful For You
The Situation
Thanksgiving can only mean one thing: a “I’m thankful for” execution.
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
I’m grateful that this was the first project I concepted and scripted for the company.
The Results
2019’s Turkey Burn shattered engagement records, becoming its largest event at the time.