Building a growth flywheel through product collaboration, approachable creative, and robust testing.
Client
Year
THE CHALLENGE
Consumers knew the brand, not the app.
Strong brand, weak product awareness: While Peloton’s bike was synonymous with the brand, few consumers knew of the standalone, on-demand fitness product, Peloton App.
Instructors seen as hardware-exclusive: Popular instructors were thought to be accessible only with the hardware products.
Conversion gap: Once downloaded, free app users often didn’t convert to paying subscribers.
THE TASK
Unlock subscriber growth.
Establish Peloton App as a standalone product and gain mass adoption via subscriptions.
THE STRATEGY
Construct a rigorous growth engine.
Launch instructor content leveraging humor and UGC to make the brand more approachable and drive downloads.
Develop platform-ready messaging based on persona insights, then scale into a full-funnel program across YouTube, Meta, GDN & TikTok.
Drive engagement through tentpole moments, including Beyoncé’s NYE takeover, Peloton UGC contest, and new classes with coordinated cross-platform campaigns.
Partner with product and product marketing to optimize pricing through systematic testing, reducing CAC while increasing subscriptions. Apply learnings to price-focused promotions, optimizing flight duration and messaging through rigorous copy-to-conversion testing.
THE RESULT
5 year partnership scaling to 1M+ paying digital subscribers.
We scaled Peloton App to 1M+ subscribers and reduced CAC by 41% through pricing optimization, product team collaboration, and systematic creative testing. This efficient growth enabled expansion to web, increasing LTVs and positioning Peloton App for sustained growth.
digital subscribers over a 5-year partnership
YoY install increase
CAC reduction due to optimized pricing strategy
