For the eighth installment of Tribe Dynamics’ Influencer Marketing Performance series, we’ve turned to one of the fitness vertical’s biggest names: Peloton. Since launching in 2012, the at-home fitness company has climbed to both pop culture ubiquity and unicorn financial status. This momentum is reflected in Peloton’s EMV performance: from May 2019 to April 2020, the brand garnered $26.2M EMV (Earned Media Value), a 175% year-over-year growth.
While Peloton has no doubt benefited from the recent rise of #AtHome fitness, the key to the brand’s success has been its passionate community of instructors and fitness enthusiasts. In our report, we analyze the influencer marketing strategy behind Peloton’s community, along with how the brand can use Tribe Dynamics’ suite of software offerings to drive even greater EMV totals. Additional highlights from this report include:
Year-to-year shifts in the proportion of Peloton’s EMV powered by influencers with varying follower tiers, and how these changes reflect shifting demographics within Peloton’s community.
How social distancing, and an increase in home fitness, have impacted Peloton’s recent EMV (hint: positively).
Media coverage, and corresponding EMV totals, for Peloton’s viral holiday ad in December 2019.
To learn more about Peloton, and how Tribe Dynamics can help brands craft effective influencer marketing strategies, download our Influencer Marketing Spotlight: Peloton report today.