Quality partnership-led content is paramount to staying in the zeitgeist
NBA
Peloton’s NBA partnership is an important vehicle for reaching male audiences. As social lead on the partnership, I’ve shifted content away from being disconnected to fitting into an all-encompassing, mission-driven campaign. I placed talent, both players and instructors at the forefront of a majority of my NBA strategy.
By All-Star Weekend 2025, once this new NBA strategy was in place, NBA content became top performers for the quarter, earning +7M organic impressions.
New York Road Runners
With running as an important modality for Peloton, presence at races is a priority. By leaning into the brand’s existing partnership, I championed a strategy that highlighted race-day and the necessary preparations a Member must take to successfully compete.
In focusing more on human-interest stories, I’ve able to boosted the average engagement rate by 2% and more than doubled organic impressions during each race (e.g. United Airlines Half & Brooklyn Half).
As team lead, I empowered the Social Team to capture and edit their own content, focusing on gut insticts during a fast-paced, live event.