Peloton hired Bamboo as their first paid social agency to promote the Peloton Mobile App and to build a tailored growth strategy. Peloton faced familiar challenges that come with most app launches — channel prioritization, budget allocation, and designing creative assets that resonated with the right audience.
The Bamboo team prioritized Facebook and Instagram, developing campaigns targeting multiple attributes and filters such as Custom Lists, Lookalike Audiences, Broad Interests, Behaviors, and Keywords. Custom Lists and Lookalike audiences performed 13% better than Broad Interests and Keywords. The team also tested targeting based on gender, with Female audiences proving to be top performers on Instagram and Males outperforming on Facebook.
Bamboo tested video, carousel, and static assets across both Instagram and Facebook. A mix of static and video assets were needed on Instagram. The team tested square video, vertical video, and video carousels. Lastly, they tested showcasing various uses of the mobile app, whether it be at home, in the gym, or in-studio at Peloton.
This successful partnership enabled Peloton to efficiently promote its mobile app, driving more than 10,000 new first-time Peloton class attendees.
Peloton quickly found winning creative assets and audiences for their mobile app through Bamboo’s channel prioritization and creative testing strategy. They were able to: