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Peloton ads track journey of converted skeptics as business challenges mount

Diving Brief:

  • Peloton is launching a new ad campaign that includes testimonials from customers who were initially skeptical of the connected fitness brand but have since become loyal converts, according to details shared in an email with Marketing Dive.
  • “Love Every Journey” appears on TV, print, out of home (OOH) and social media channels. Instagram posts, including snapshots of OOH placements in high-traffic areas like Times Square, had generated 11 million impressions and 90,000 likes as of Monday, roughly double Peloton’s usual engagement rate for such efforts. , said a spokesperson. A 30-second TV spot also began airing on February 21.
  • Peloton makes its campaign debut amid a flurry of bad headlines. The company has made massive layoffs and cut production as demand for its home fitness equipment cools. Co-founder and CEO John Foley resigned from his post earlier this month.

Overview of the dive:

Peloton’s latest ad campaign isn’t subtle. The retailer sheds light on customers who doubted it in the past, but are now focusing on fitness programs run through its connected bike and treadmill products. The implication is that Peloton will be able to ride out its current headwinds based on its ability to foster long-term loyalty. Its services now have around 6.6 million subscribers.

“This campaign is being waged with the unvarnished voices of our members at a time of heightened skepticism because nothing is louder than the truth,” Peloton’s Chief Marketing Officer Dara Treseder said in a press release.

Alternative OOH and print ads use black text on a white background to show the journey of various Peloton converts. Early testimonials associate Peloton with phrases such as “scam”, “fashion” and “overpriced coat rack”, only for the same people who offer these reviews and discover their passion for the brand’s community. The TV spot takes a more ambitious approach, describing why various people are embracing Peloton to begin with, whether it’s because they want to recapture their glory days in college sports or adapt to a new pair of leggings.

Social media posts go deeper into profiling individual users who have improved their lives through Peloton. Corn dig in the comments also reveals many frustrated customers. Several Instagram users took to the campaign to complain about unshown deliveries, problems scheduling repairs on the bikes and other technical issues — potential signs of the distributor’s wider operational issues.

Peloton was once a major beneficiary of the pandemic as consumers were forced to think more about home fitness arrangements. But as gyms reopened and COVID-19 restrictions eased, the business saw demand drop. Earlier this year, CNBC reported that Peloton would be temporarily halt production of its connected fitness products and try to better manage costs. CEO Foley resigned shortly thereafter. On 40 billion dollars have been erased Peloton’s market capitalization since its pandemic high, while speculation has mounted that the company could be acquired.

With its hardware segment facing daunting challenges, Peloton tried to innovate elsewhere. Last week it introduced a feature called Lanebreak which gamifies the cycling experience.