To launch Peloton’s partnership with Beyoncé, it only made sense to go all out.

For the platform’s most-requested musical artist, we built a campaign with touch points from social teasers to surprise live classes, and the numbers spoke for themselves. Combining the reach of Beyoncé’s fans with the power of Peloton’s member base, the campaign’s launch video [above] soared to over 17.8 million views on YouTube.

Speaking to the spirit of the partnership, Beyoncé said, “Peloton and I both believe that the power of music can help uplift, motivate, and inspire those on their fitness journeys.”

The campaign went on to win 2021 Adweek Social Media Campaign of the Year.

To debut the collaboration, we brought Beyoncé’s surprise drop announcement
style to Peloton’s social handles.

We shot footage of Peloton’s instructors and posted the video [below] to social.

With an end card simply branded with the launch date, the post copy told members to keep an eye out for a joint live ride from instructors Tunde Oyeneyin & Alex Toussaint.

Members who joined the 30 minute, joint-led ride set exclusively to Beyoncé’s discography were the first to hear the partnership formally announced.

The 18-month partnership included programming across all of Peloton’s disciplines.

Members organized to ride, run, lift and flow together to Beyoncés music—earning custom badges on the platform and making the series one of the fitness brand’s most popular content drops to date.

The platform saw a 4.3x increase in members sharing their workouts on social versus
the average Peloton class — resulting in over 16.4k posts.

The final activation of the partnership was a donation to HBCUs.

Peloton gifted all students across ten HBCUs access to digital Peloton memberships.

On social, we created videos showcasing HBCU alumni within the Peloton community—from instructors, to employees, to members—speaking to the impact of HBCUs on their lives. Scroll to see the features below.