Take a look at that number.
Your BS meter is probably off the charts right now. I don't blame you. I was blown away by that number when I first read it to.
But don't be so quick to dismiss it as hype. This is what can happen when you've got a great product and stellar marketing that meets a huge demand.
Let's be clear: I am in no way saying you should expect results like these. That would be insanity.
But we can learn from them.
I'm sure you don't have the budget Peloton has. I'm sure you don't have the team that Peloton has.
However, their amazing success is something that we can all learn from.
These storytelling strategies just might spark a few ideas of your own:
“A lot of what we do is focused on telling the Peloton story on different outlets,” said Carolyn Tisch Blodgett, VP of brand marketing.
Social media is the marketing channel of choice for showcasing Peloton instructors, with the assistance of Peloton's marketing team. That assistance includes setting up Snapchat and Instagram takeovers as well as instructor-led Google Hangouts, all of which let the rider community interact directly and ask questions, as one would in a SoulCycle class.
The instructors have their own Facebook fan pages, which Peloton’s marketing team oversees.
In October, the company dipped its toes into Facebook Live for the first time with “Beyond the Ride: Yoga.” Streamed from its studio, the event, also available through Peloton’s iPhone and iPad app, garnered close to 9,000 views within two weeks.
On Instagram, where Peloton has 34,000 followers, the brand shared photos of Love including a group shot of its instructors taken after her “debut ride.” Many Peloton instructors have their own hashtags to help riders find their content (e.g. #LoveSquad).
The company blog, Cadence
The company blog, Cadence, gets new content two to four times per week.
For example, after welcoming new instructor Ally Love, the company posted a Q&A with her on Cadence. Riders could watch a minute-long YouTube interview in which she explains her motivation for joining Peloton, tells the inspiring story of her road to fitness, and shares her musical preferences so that riders know what to expect from her classes.
On Snapchat (@pelotoncycle), which is currently a priority for the brand, Peloton posts several clips of its instructors each day, along with images from special events and photo shoots.
While instructor related content is essential, Peloton also invests in educational content that is mainly intended to help riders reach their fitness goals.
On Twitter, the company promotes its seasonal scenic rides, encouraging users to “cycle through New England fall colors” and “climb the Canadian mountains.”