Tiktok Fitness
A strategic partnership that delivered a 30% leap in the fitness brand’s stock.
Project Overview
Gravity Road conceived and brokered a long-term, multi-market partnership between Peloton and TikTok, marking a major shift in the fitness industry. The initiative's objective was to drive both brand visibility and performance goals for Peloton by developing creator-led and UGC content at scale.
The partnership reflects Peloton's 'Anyone, Anytime, Anywhere' proposition and their shared goal with TikTok: making fitness more accessible to younger audiences and breaking traditional gym conventions.
Recognising that fitness is now more dynamic, seen in cultural trends like #hotgirlwalk, Peloton's strategy is to lean into these movements and operate at the speed of culture. The proximity to TikTok provides significant global insight and analysis.
Creative Approach & Execution
The execution involved original Peloton content, extensive collaborations with creators, Branded Missions, and even talent searches for new instructors. Exclusive branded mindfulness prompts were introduced to encourage users to stop scrolling, get up, and exercise.
All TikTok activity directed users to Peloton’s improved app with exclusive offers, underscoring Peloton's pivot from a hardware-only business to a software focus with renewed appeal for younger consumers. The partnership launched in January 2024 across the US, UK, and Australia.
Results & Impact
Market Impact: Peloton's stock rose 30% ($410m shareholder value) within 24 hours of the announcement, making it the top business story.
Peloton's TikTokFitness content boosted engagement and solidified leadership, with mentions up 78% in key markets.
Seasonal influencer campaigns drove higher CTRs and conversions than standard paid creative, increasing traffic and revenue for Bike, Tread, and App.
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