"All Year. All You." is rooted in the insight that only 3 out of 10 people stick with their fitness-based New Year's resolutions, while 9 out of 10 Peloton users who joined during New Year's are still making gainz the following year. With the power of data and automation, our performance creative helped boost Peloton to their best quarter in two years (March 2023).
CD: Kyle Stewart — ACD: Ryan Mesenchuk, Stephanie Gerbino — Senior AD: Tyler Wong — Group Design Director: John Moeller — Design: Emma Rosenberg — Copy Director: Emily Dendinger — Copy: Chantal Miyagishima, Daisy Swain, Jamie Friday, Jared Siemens — Wander Studio: Amanda Duke, Peter Gehring, Vince Varga, Ardees Rabang — Director: Paula Kudacki — Photographer: Andres Kudacki — Color: Jogger, DCC — VP Production: Sylvie Mercier — Production: Artbot — Program Director: Megan Meldrum — PM: Lexi Scott, Sarah Tremmel, Ivana Dobrijevic — Strategy: Shawn Thompson, Joe Cook — Marketing Science: Ady Gray, Gianfranc Ciarmela, Lainey Luo — Ad Ops: Kyle Meller — Account: Stacia Parseghian, Amy Dyson, Gianna Summa, Sophie Meyers — Critical Mass, 2023
Elegance at scale: we kept the creative high-touch while maxing out on automation. In just a few months, we delivered on over 3,000 digital ads spread across Meta (FB, IG) [Stories, Reels, carousel, in-feed, IX], TikTok, Pinterest, Reddit, YouTube, Amazon, and display. By working closely with platform reps, we ensured best-practices within each template.
Data, data, data: this was a massive test and learn campaign. With a phased rollout, we were able to fine-tune each subsequent batch of creative—optimizing with relatively real-time test data.
Aesthetics: the main objective for this campaign was to speak to a broader range of prospective members. So our casting needed to feel like real people and our art direction; familiar. With things like hand-held camera moves, film-roll style motion design, and familiar film effects we brought everything down to earth. Directed by Paula Kudacki and photographed by Andres Kudacki over two days in Toronto.
Refresh: as we moved out of the New Year and into Spring, we evolved our visual language to more closely celebrate the themes of the season—that sense of renewal and a fresh air of optimism. So with a suite of proven templates and heaps of Marketing Science data, we further optimized where needed.
