To launch Peloton Row we needed to create an informational film that showed every last feature of the product. In past years its been the brand interviewing instructors as they deliver extremely intimidating information. So we decided to lighten it up a bit. Especially considering our research which told us people loathe rowing.
We hit over 1mm views in 24 hours on IG and beat our launch forecast by 22%.
End-to-end viewing of the film was also up 35%.