Peloton
Over the years, Peloton had a various different campaigns to get users engaged with the brand and their instructors.
My Role: Art Direction
Winback Automation
Challenge:
Getting users engaged with instructors was often a challenge. Some people didn’t know what that person offered, when classes were being held, and most of all, people who didn’t engage with Peloton in a long time had no idea if the instructors were still the same.
Solution:
Peloton wanted to try to regain some of their users by teasing out some new classes that their favorite instructors would be teaching. We took that idea and set it into an informative email that showcased instructors new and old. Those instructors had a much clearer definition of what they taught, and interacting with them was easier than ever given proper information. We created customized cards that each user would get based on data and preferences set in the app. Each card was then presented dynamically in the piece to make that connection to the user.
Results:
Peloton saw new instructors class attendance at higher levels than some of the original instructors. And the folks who have been teaching for a while, they were surprised to find that return and new users were engaging with them at a much higher rate than ever before. We were able to create hype and excitement that got users and instructors back together.
Year In Review
Challenge:
We created a Year In Review email that gave the users details about how they worked out over the course of a year. We gave them a recap of their workout amounts, which instructor they consistently engaged with, and a customized badge that highlighted the season they were most active in with a custom message. For each season, there were six badges with different copy and slightly changed artwork for variation. We didn’t want the same badges going to every user since the data was tailored to each person, so variations we’re the answer.
Peloton was having a hard time keeping the users engaged year round. People would come and go into classes and not keep consistent with their workouts.
Solution:
Results:
Engagement was improved by over 12% when compared to baseline communications, and the Peloton team was very happy to learn that the Year In Review emails were very welcomed across social media channels.
