BRIEF: How do we engage a younger demographic utilizing music?
INSIGHT: Music is tightly aligned with emotions. To interact with a younger, less financially stable age group, we need to illuminate value in addition to being functional fitness equipment. And Peloton delivers a robust focus on mental work as well. (to see the full strategy, check out the case study)
CONCEPT: Exercise your Emotions.
In social, we wanted to play up the personalities of the instructors in a playful way that will perform on social in a sharable fashion, whether you know the instructors or not.
Through social listening, Peloton should identify opportunities to interact with celebrities and everyday people experiencing their own ranges of emotions. Since they would benefit from some Peloton therapy, we would offer them a free bike or membership. First up: the perennially lovelorn singer Taylor Swift.
Peloton could partner with Calm to provide users custom exercise sessions for the mind.