Videos We Make Here: Peloton Sessions
We love working with teams that are as cool as their products. And who’s cooler than Peloton? In this edition of Videos We Make Here, we’ll look at a recent collaboration with the world’s favorite fitness brand.
The ask
The team at Peloton asked us to create a video and blog post that profiled Peloton’s Sessions feature—which allows Peloton members to work out together like they would in a live class, but at different times—and the process the team used, empowered by the company’s collaborative culture, to develop and launch it.
The content of the project highlights four moments in the creation process:
The problem: Members couldn’t easily workout together unless they were able to ride at the exact same time.
The solution: Build a feature that lets members take classes “together” but out of sync.
How they tested the product: In the form of an experiment, and with a hunger for user feedback.
How the team came together to build and launch this feature: By trusting each other enough to bring a young product to users and respond with agility as needed.
The video features Peloton employees who worked on the project talking about their individual contributions and how they worked with colleagues. To supplement the video, we wrote a short blog article that hits the same primary points, plus provides a little more depth on the creation process. Our favorite features to look for in this mini-campaign:
The relationship between customer-facing and candidate-facing brands
A strong employer brand builds on the company’s customer-facing brand, and we did this by using both original employee interviews and existing Peloton brand and product footage.
Viewers will recognize Peloton’s style and get a peek behind the curtain of the teams that make those beautiful products and experiences happen, reinforcing the company’s commitment to delivering a memorable experience for Members.
Those honest employee interviews
Can’t pull together a video shoot? No problem. We really believe in the power of the candid moment, so we used self-produced videos of employees talking about their work. Not only is it a cost-effective move—and one that’s COVID-safe—it lends authenticity to the final product.
Emily McCrary-Ruiz-Esparza writes about workplace culture, DEI, and hiring. Her work has appeared in Fast Company, From Day One, and InHerSight, among others.
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