Peloton internal documents reveal red-hot company’s marketing strategy – Business Insider

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Four confidential documents obtained by Business Insider show how Peloton plans to expand its audience.In one, the red-hot fitness startup asked agencies to create campaigns directed at people who are into fitness but not convinced its $2,000-plus bikes are worth the money.That notion is in contrast with Peloton’s panned holiday commercial that critics said showed, among other things, how the company was targeting the privileged. Peloton’s stock plunged after the ad ran.Peloton also looked to dispel perceptions that it is a cult, a religion, a fad, or even a fitness brand, another document showed.Click here for more BI Prime stories.Peloton is many things: an $8.2 billion unicorn, an object of envy among investors and startup founders, and a subject of widespread mockery for a holiday ad that critics called confusing,
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