Much of Peloton's success is due to its instructors, who have distinctive personalities and cultlike followings. Their affirmations and mantras are central to Peloton's unique brand of therapy. We leveraged their rockstar personas and viral soundbites to create shareable social media content.
Through social listening, Peloton should identify opportunities to interact with celebrities and everyday people experiencing their own ranges of emotions. Since they would benefit from some Peloton therapy, we would offer them a free bike or membership. First up: the perennially lovelorn singer Taylor Swift.