Peloton

Achieving an impressive ROI with Partially Addressed Mail

The Client

Founded in 2012, Peloton brought top talent together in its Silicon Alley headquarters to create a new concept in fitness. People love cycling but have a hard time finding a workout that consistently fits their schedules, and Peloton’s at-home workouts never felt quite up to par. So, they set out to create a world-class indoor cycling studio for you to experience in your own time, and in the comfort of your own home.

The results

The introduction of this channel has helped them break into the UK market, finding a compliant and scalable way to drive growth.

Not only could Edit offer Peloton a way into the UK market, with our knowledge and expertise we could advise on who to target, at what time and with what message, providing an easy process handling both media and print elements of the campaign and ensuring a smooth execution to in turn produce a strong ROI and a second campaign rebooked immediately after the first mailing.

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Actual ROI achieved

The challenge

Peloton have always invested a lot of their media spend into channels such as Direct Mail or Door drop in the US market, however this has been something that they had not explored yet in the UK and they were looking to expand with a GDPR compliant approach.

The strategy

Edit approached them and introduced a new way that consumers can be mailed in the UK compliantly in a post-GDPR world – Partially Addressed Mailings. The great thing about this is that no personal data is used for building the propensity model build, however we will still can make this highly targeted by using customer data at postcode level, TGI statement overlays and geo-targeting to their target audience (London commuters).