Peloton Digital

Peloton Digital increases discoverability and subscribers.

Apple Search Ads helps relaunch fitness app, driving more efficient subscriber growth than any other advertising platform.

Goals

  • Reposition app’s expanded content offering.
  • Drive app discoverability.
  • Increase subscriber base.

Strategy

  • Structure account to drive performance goals.
  • Invest in Apple Search Ads to complement organic.
  • Glean competitive insights in real time.

Results

  • Apple Search Ads was the top advertising platform for driving user acquisition at 40 percent lower cost.
  • New users acquired through Apple Search Ads are 3x more likely to subscribe than new users from other platforms.

Peloton Digital raises visibility with new audiences.

Primarily known for its innovative exercise equipment the Peloton bike and now the Tread, Peloton also produces all of its own fitness content, recording live classes in its NYC studios daily. Through the Peloton Digital app, subscribers can access live and on-demand classes, and engage with elite instructors and a community of fitness enthusiasts.

With the app’s content recently expanded to include running, strength, yoga, and bootcamp classes, Peloton Digital wanted to reposition itself from a niche indoor cycling app to a full fitness offering. “Our goal for the relaunch was to reach new subscribers and existing ones with the message that the app now offered new features and more content across new fitness verticals. We needed to create buzz, drive consideration, and ultimately convert more people from free trial to subscription,” says Brooke Tarabochia, Director of Growth Marketing for Peloton Digital.

Expand keyword strategy.

To increase app discoverability with Apple Search Ads, Peloton Digital expanded its keyword sets using Search Match and broad match. Discovery campaigns surfaced newly relevant keywords across fitness verticals like running and yoga. Brand campaigns helped Peloton Digital educate people about the new broader scope of its app. Competitor campaigns improved visibility with prospective subscribers searching for similar apps.

“With Apple Search Ads, we were able to very quickly get in front of people showing intent across all of our new content categories. Apple Search Ads was by far the most efficient and scalable paid channel for our relaunch. We saw a strong return on ad spend and efficient cost per new subscriber in real time,” shares Tarabochia.

Peloton Digital was able to capitalize on app relaunch excitement to scale new user growth with Apple Search Ads and increase downloads by 2.5x while hitting KPI efficiency goals. Apple Search Ads was Peloton’s top advertising platform for driving user acquisition and delivered this growth at 40 percent lower cost than other platforms.

Drive growth and consideration.

While running Apple Search Ads during the relaunch, Peloton Digital saw its rankings on the App Store for new keywords across more fitness and health categories rise rapidly. The app also gained incremental organic downloads, augmenting growth in new categories with Apple Search Ads. “Apple Search Ads is a great complement to organic, allowing us to build our brand authority in new verticals and get our new message across to engaged users who are likely to subscribe,” believes Tarabochia.

Apple Search Ads has helped drive significant increases in attracting users that are in the consideration mindset. In fact, new users acquired through Apple Search Ads are also 3x more likely to subscribe than new users from other platforms. After the expansion into new subcategories (running, yoga, bootcamp), Peloton Digital drove 6x more downloads from generic and competitor campaigns with Apple Search Ads compared to the quarter before the relaunch.

“Our app was essentially a new app that needed to be discovered. Apple Search Ads did the best job of reaching users showing intent on the App Store. We were able to scale quickly and capture a broader audience while maintaining efficiency,” says Tarabochia.

Gain consumer and competitive insights.

Peloton Digital also gleans insights from Apple Search Ads that it incorporates into its business strategy and marketing efforts across platforms. Post relaunch, the marketing team has been closely monitoring Apple Search Ads to discover the new search terms that the app is resonating for as well as emerging competitors. For example, when yoga-related search terms drive strong volume of new subscribers, Tarabochia shares this insight with the Peloton Digital product team to inform investment in content development around that vertical.

“This strategic ability to gain insights with broad match and Search Match is invaluable,” says Tarabochia. “Apple Search Ads has helped inform product strategy as well as the creative direction of new marketing materials. It’s even changed how we target on other channels and will likely influence how we expand into new markets later this year.”

Apple Search Ads was by far the most efficient and scalable paid channel for our relaunch.

Brooke Tarabochia, Peloton Digital

Company Snapshot

  • Peloton
  • Health & Fitness category
  • Founded in 2012
  • Based in New York, NY, USA
  • App Store rating of 4+