We All Have Our Reasons
We turned Peloton inside out to shed an exclusive past.
Idea
We All Have Our Reasons
Highlight real members and their unique stories to illustrate what people can get from & bring to the Peloton community.
Challenge
By 2019, Peloton had become synonymous with luxury. To continue growing, the brand drastically needed to change how people perceived it.
Insight
In 2020, Peloton’s positive brand sentiment was down among their target audience. The brand was described as, “elitist, exclusive, and not for them.” But that contrasted heavily with member experience – users described the brand as, “vibrant, diverse, and supportive.”
Brand Campaign (:30)
We All Have Our Reasons (:30)
Brand Campaign Case Reel (2:44)
Brand Campaign (:30)
We All Have Our Reasons (:30)
Brand Campaign Case Reel (2:44)