Peloton Launches New Multi-Phase Creative Campaign to Drive Demand Among New Audiences
Peloton (NASDAQ: PTON) launched a new creative campaign titled 'Find your push. Find your power.' targeting new audiences, particularly millennial males. The first phase features football players T.J. and J.J. Watt showcasing their sibling rivalry across Peloton's platform. Research shows over 70% of millennial males engage with running, yet many are unaware of Peloton's Tread offerings. The campaign, produced with Special London, highlights various workout options including running, cycling, strength training, and yoga. The campaign will air in North America in both English and Spanish across multiple channels including TV, digital, and social media.
Peloton (NASDAQ: PTON) ha lanciato una nuova campagna creativa intitolata 'Trova la tua motivazione. Trova la tua forza.' rivolta a nuovi pubblici, in particolare ai maschi millennial. La prima fase vede protagonisti i calciatori T.J. e J.J. Watt che mettono in mostra la loro rivalità fraterna sulla piattaforma di Peloton. Le ricerche dimostrano che oltre il 70% dei maschi millennial si dedica alla corsa, ma molti non sono consapevoli delle offerte di Tread di Peloton. La campagna, prodotta con Special London, mette in evidenza varie opzioni di allenamento tra cui corsa, ciclismo, allenamento di forza e yoga. La campagna andrà in onda in Nord America sia in inglese che in spagnolo su più canali, tra cui TV, digitale e social media.
Peloton (NASDAQ: PTON) lanzó una nueva campaña creativa titulada 'Encuentra tu impulso. Encuentra tu poder.' dirigida a nuevas audiencias, especialmente hombres millennials. La primera fase presenta a los futbolistas T.J. y J.J. Watt mostrando su rivalidad fraterna en la plataforma de Peloton. Las investigaciones muestran que más del 70% de los hombres millennials se involucran en la carrera, sin embargo, muchos no son conscientes de las ofertas de Tread de Peloton. La campaña, producida con Special London, destaca varias opciones de entrenamiento que incluyen correr, andar en bicicleta, entrenamiento de fuerza y yoga. La campaña se transmitirá en América del Norte en inglés y español a través de múltiples canales, incluyendo TV, digital y redes sociales.
펠로톤 (NASDAQ: PTON)은 '당신의 추진력을 찾으세요. 당신의 힘을 찾으세요.'라는 제목의 새로운 창의적인 캠페인을 출시하여 새로운 청중, 특히 밀레니얼 남성을 타겟으로 하고 있습니다. 첫 번째 단계에서는 NFL 선수인 T.J.와 J.J. Watt가 펠로톤 플랫폼에서 형제 간의 경쟁을 보여줍니다. 연구에 따르면 70% 이상의 밀레니얼 남성이 달리기에 참여하고 있습니다, 하지만 많은 이들이 펠로톤의 Tread 제품을 모르고 있습니다. Special London과 함께 제작된 이 캠페인은 달리기, 사이클링, 근력 훈련 및 요가를 포함한 다양한 운동 옵션을 강조합니다. 이 캠페인은 영어와 스페인어로 북미 전역에서 TV, 디지털 및 소셜 미디어를 통해 방영됩니다.
Peloton (NASDAQ: PTON) a lancé une nouvelle campagne créative intitulée 'Trouvez votre élan. Trouvez votre énergie.' visant de nouveaux publics, en particulier les hommes millénariaux. La première phase met en vedette les joueurs de football T.J. et J.J. Watt, qui mettent en avant leur rivalité fraternelle sur la plateforme Peloton. Des recherches montrent que plus de 70 % des hommes millénariaux s'engagent dans la course à pied, cependant, beaucoup ignorent l'offre de Tread de Peloton. La campagne, produite avec Special London, met en avant diverses options d'entraînement, notamment la course, le cyclisme, la musculation et le yoga. La campagne sera diffusée en Amérique du Nord en anglais et en espagnol sur plusieurs canaux, y compris la télévision, le numérique et les réseaux sociaux.
Peloton (NASDAQ: PTON) hat eine neue kreative Kampagne mit dem Titel 'Finde deinen Antrieb. Finde deine Kraft.' gestartet, die sich an neue Zielgruppen, insbesondere männliche Millennials, richtet. Die erste Phase zeigt die Footballspieler T.J. und J.J. Watt, die ihre Geschwisterrivalität auf der Peloton-Plattform präsentieren. Forschungen zeigen, dass über 70 % der männlichen Millennials sich mit Laufen beschäftigen, viele sind sich jedoch der Tread-Angebote von Peloton nicht bewusst. Die Kampagne, die in Zusammenarbeit mit Special London produziert wurde, hebt verschiedene Trainingsmöglichkeiten hervor, darunter Laufen, Radfahren, Krafttraining und Yoga. Die Kampagne wird in Nordamerika sowohl auf Englisch als auch auf Spanisch in mehreren Kanälen, einschließlich TV, digital und sozialen Medien, ausgestrahlt.
- Strategic expansion into male demographic market, where current membership is only one-third male
- Targeting the 70% of millennial males who engage with running represents significant growth opportunity
- Multi-channel marketing approach including TV, digital, and social media platforms enhances reach
- Current gender imbalance in user base (two-thirds women) indicates challenges in male market penetration
- Significant marketing investment required for multi-phase campaign across various channels
Insights
This marketing campaign represents a strategic pivot but lacks immediate financial impact. While targeting millennial males could expand Peloton's market reach beyond its current
The multi-channel approach spanning TV, digital and social media in both English and Spanish demonstrates comprehensive market coverage. However, without specific budget allocation details or projected ROI metrics, the campaign's potential impact on subscriber growth and revenue remains speculative. The shift to Special London as creative agency partner signals a fresh marketing direction but doesn't guarantee immediate business results.
The first phase of the Find your push. Find your power. campaign features football player brothers T.J. and J.J. Watt
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 Lauren Weinberg, Peloton Chief Marketing Officer. "Enter T.J. and J.J. Watt, Peloton Members who already compete against each other on the Peloton Leaderboard. Partnering with them is an organic way to counter these misperceptions by showcasing that we have challenging workout options that are hard enough, even for elite athletes."
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. David Day, Chief Creative Officer, Special London, said of the work: "The sibling rivalry that lies at the heart of this first campaign is not only something most of us can instantly relate to, but there was no better duo than NFL legends T.J. and J.J. Watt to bring that idea to life. Their natural competitive spirit and sense of humor helped us to encapsulate Peloton's motivational power - the power to engage and encourage people to work out and to get them to come back for more."
For more information, visit onepeloton.com and follow the brand on Instagram, Facebook and TikTok.
Peloton Credits:
Lauren Weinberg - Chief Marketing Officer
Joanna Lee - Senior Vice President, Global Consumer and Brand Marketing
Sam Walter - Senior Director, Brand and Integrated Marketing
Cindy De La Rosa - Senior Manager, Consumer Marketing
Erick Rodriguez - Creative Director
Ayorinde Iranlowo-Ifatunji - Assistant Brand Manager
Special London Credits:
Cade Heyde - Global Partner
Richard Sweetman - General Manager
David Day - Chief Creative Officer
Devon Hong - Creative Director
Thomas Worthington - Senior Art Director
Gregory Fazal - Senior Copywriter
Emily Harlock - Chief Strategy Officer
Kelsey Karson - Head of Strategy
Izzy Dixon - Business Director
Linda Rafoss and Cara Brophy - Agency Producer
Nader Abushhab - Photographer
Michel + Nico / Merman - Director/Production Co
Kira Carstensen, EP - Producer
Ross Hallard/Trim Edit - Editor
Cosmo Street Editorial - Post Production
Starr Whitesides - DoP
Press Contact:
Letena Lindsay, press@onepeloton.com
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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SOURCE Peloton Interactive, Inc.
FAQ
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