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Uncommon | Agency Profile, Contacts, AOR, Client Relationships
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- Main Telephone
- (916) 448-6956
Primary Address
2700 J Street
Second Floor
Sacramento,
CA
95816
USA
Uncommon Contacts
Contacts (5)
| Name | Title | State | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Siobhann M. | Partner & Director, Media | CA | ||||||||||||
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| Amber W. | Partner & President | CA | ||||||||||||
| Brantley P. | Partner & Director, Creative | CA | ||||||||||||
| Abbey B. | Director, Brand | CA | ||||||||||||
| Lauren S. | Media Buyer | CA | ||||||||||||
See Winmo sales intelligence in action
WinmoEdge
Female Millennial Opps: Peloton rebrands, launches campaign under new CMO (Score 85)
Sales Lead: Since appointing CMO Leslie Berland in
- In a comeback effort centered around becoming a more accessible fitness company, Peloton just rolled out a rebrand and campaign.
- The rebrand includes the campaign, which features real customers, along with a new brand identity and color scheme, more free app workouts, new product color options, and a new app experience customization feature.
- The new campaign rolled out across digital channels, connected TV (CTV), linear TV, TikTok, YouTube, Instagram, and influencer channels.
- Peloton created the campaign with new agency partners.
- The company teamed up with UK-based Mother Design and on its new brand design.
- Stink Studios led the global creative campaign; Peloton has worked with this agency before.
- In the past, Peloton has also worked with agencies such as creative and social AOR , Adam & Eve, and Maximum Effort.
- The company will likely:
- Continue implementing strategy shifts
- Roll out additional work from its new agency partners
- Keep increasing digital spend
- Seek additional new agency partners
- Target demographic:
- Millennials with a strong female skew
Recent leadership shifts:
- Peloton hired global product marketing director Samantha Yeh in April 2023
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: Peloton has spent approximately $33.5m on national TV commercials YTD, 21% less than the approximately $42.5m spent by this point last year.
- Last year: The fitness company spent around $91.6m on this channel last year after having spent more than double this, around $194m, in 2021.
- 2023 ad programming: Peloton's 2023 commercials have targeted Gen-X watching shows such as Gunsmoke, NBA Basketball, On Patrol: Live, Law & Order: Special Victims Unit, and The First 48.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Since the beginning of 2023, the company has allocated roughly $40.8m toward digital ads, more than triple the roughly $12.1m allocated within the same 2022 timeframe.
- YTD data: Peloton has earned ~4.3b digital impressions YTD via YouTube (46%), Facebook (36%), Instagram (17%), and desktop video (1%) ads.
- Last year: In 2022, the company's estimated full-year spend decreased by 34% to $44m from that of $66.7m in 2021.
- Additional channel insights
- The company utilizes OOH.
- Peloton sponsors podcasts such as Stuff You Should Know, The Herd with Colin Cowherd, The Bobby Bones Show, The Matt Walsh Show, and Morbid.
- The company also invests in short-form DRTV.
- Peloton has incredibly widely dispersed network TV coverage and will likely launch a new campaign within the next 90 days or so.
- Its top TV networks include SYFY, AMC, REELZ, LMN, and MTV.
Additional agency insights:
- Opportunity: Get in touch to see if Peloton needs additional assistance considering its recent agency partnership establishments and its January 2023 CMO appointment.
- Current agency roster (US):
- Uncommon: Creative agency partner (rebrand - at least for this campaign project)
- Stink Studios: Creative agency partner (campaign - at least for this campaign project)
- Mekanism: Creative and social AOR
- : Media and digital AOR
- : Creative agency partner
Insight Sources: Broadcast insights estimated by .