New strategy.
Sustained growth.
In 2020, Peloton had become a household name. Five years later, however, the brand identity on social was shaky and interest was waning. I needed to revitalize the brand on social to make it relevant again.
New Tentpole Platform:
Instagram
Prior to my start there was no tentpole social channel. After calculating growth platform by platform, I deemed Instagram our North Star channel.
From there, I set new KPIs for the channel and began to work with my Social Media Managers and Coordinator to determine content breakdown. In the end, I spearheaded development of always-on, franchisable content that had proven to resonate with Peloton’s followers.
Early results proved that when the team focuses on a tentpole platform and invests in insights-based asset diversification, performance will come. Within one month, we began to see 3x the typical impressions growth month-over-month.
Member Profiling
Upon my arrival at Peloton, I was asked the question, “how do we best celebrate Member wins and champion community?”
One of Peloton’s key brand pillars are the Members. The Social Team had struggled to hack exactly how to share a meaningful story without losing the genuine and organic connection members had with each other. Oftentimes Member content came across as over-branded and pandering.
Given my previous experience in community-oriented social strategies, I was excited to take on this challenge. I reinvented the way Peloton talks about Members to focus less on the product and more on the human-interest story.
Encouraging Experimentation
There was an air of hesitation when it came to experimenting with new content. After assembling a use case for Peloton’s CMO, I broke down the barrier preventing the team to take risks.
I excel at building trust with senior leaders and cross-functional partners. Due to experiences with previous members of the Social Team, senior leaders became wary of experimentation. Playing things safe was not cutting it when it came to a well-rounded social strategy.
To start off small, I got buy-in to create one experimental asset each month, or 5% of our monthly rollout. Experimenting with post formats and content proved to be key to continually optimizing the Peloton brand social strategy.