Challenge:
Member Data from Peloton was precious and in need of a new angle for a year-end recap.
After Peloton’s biggest year yet, how could we capitalize on rider’s momentum and deliver a year-end review that would blow past expectations?
The Execution:
Taking cues from Spotify’s dominance in the category, I guided the team toward a branded approach for the first-time ever, leading to a memorable moniker of “The Cooldown”.
From there, planning the roll-out, messaging beats, and partnering with Stink Studios helped us deliver the most successful year-end recap in Peloton’s history netting a 5x YoY growth and unprecedented 65MM unique assets generated.
