Informing a brand repositioning, then measuring $50M+ media impact.

Peloton's “Anyone. Anywhere.” campaign was the brand’s pivot toward accessibility through the app, with or without hardware. The work my team led at Peloton sat on both ends of that campaign: the consumer learning that informed the GTM, and the measurement program that read what the $50M+ of media supporting it was actually doing.

The upstream work was foundational consumer research, most directly through an App Path-to-Purchase study and a post-COVID Return-to-Gym study. Together, those studies informed how the brand should talk to existing owners, prospective members, and lapsed customers as the fitness landscape shifted around the brand and fitness accessibility became a consumer priority.

The downstream work was the campaign measurement program. Across the year, we ran brand impact measurement on $50M+ in media spend across linear TV, digital, and OTT, measuring each campaign against five dimensions (memorability, brand linkage, message linkage, likeability, purchase intent) and benchmarking against both Peloton’s own past performance and a competitive set.

The mechanic that made the program different from a typical campaign measurement effort was that it operated as a continuous loop rather than a series of post-mortems. Each campaign’s read fed directly back into the brief for the next campaign. Measurement → insights → brief → next campaign → measurement. Over the course of the year, the creative strengthened on memorability, brand linkage, and purchase intent.