I’ve been studying Peloton’s brand strategy for a while and I think they could benefit from a really cool influencer event to strengthen their partnership with TikTok Fitness.
Now, don’t get me wrong, I know in one of my previous posts I said influencer trips are dead.
But I do think that there are some benefits from doing niche events with microinfluencers or local influencers who are known to be authentic and have a strong community with their audiences.
So a little background, earlier this year, Peloton launched their collaboration with #TikTokFitness in order to help make fitness more accessible to all.
They share short form workout and lifestyle videos as well as livestream fitness classes taught by popular Peloton instructors and fitness TikTok influencers.
Now here’s where I think an event can help boost their brand awareness.
I think they should host a live workout event series in a few major cities that is led by one of their most popular instructors, Tunde Oyeneyin. She’s super positive and known for being uplifting.
But one of her strengths is that she herself is experienced in content creation and motivational speaking which is a true asset to being a spokesperson for this event.
They could invite local micro influencers who are known for being fit or chronicling their fitness journeys. There could also be a lottery for non-influencers to enter to take the workout class.
Since the goal is to promote TikTok fitness and TikTok is heavily used by younger audiences, I’d recommend reaching out to Gen Z and Millenial influencers who are popular with young audiences.
I’m envisioning an outdoor or rooftop work-out that’s either cycling or mat related seeing as those are two of their very popular workouts. It also gives people a chance to see the equipment for themselves which is important because Peloton is an at-home workout brand.
They can have a little smoothie bar and a photo opportunity like this big block letter sign.
The event would start with a quick motivational speech and then get into a 45 minute workout followed by a social hour where the influencers will be encouraged to shoot content and enjoy the rest of the event.
Some other promo ideas for the TikTok fitness initiative could include going on a podcast press tour of podcasts within the health and wellness industry.
The goal is really to give younger audiences a flavor for what Peloton can offer and getting them invested in their specific workout at a young age where their habits are still being formed.
Let me know in the comments what you think of this event idea and if there are any other brands you’d like to see me review next!
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