Peloton and the Failed Customer Story
In late 2019, Peloton, a titan in the tech and exercise equipment industry, released a Christmas commercial that quickly became notorious. This ad, meant to be a heartwarming story of a woman thanking her husband for a Peloton bike, sparked widespread criticism instead. The commercial featured disjointed shots of the woman using her Peloton, culminating in a compilation of these videos as a grateful gesture to her husband. However, the reception was anything but positive.
For anyone who read Stories that Stick, the problem was obvious. What Peloton needed was not an ad, they needed a Customer Story.
The Immediate Backlash
The commercial was heavily criticized the very next day, making headlines on shows like the "Today Show" and "Good Morning America." Viewers and critics alike found the ad lacking, raising questions about its authenticity and message. This was a classic case of being close yet so far, as the Peloton ad had all the makings of a successful campaign but faltered on execution.
Where Peloton Went Wrong
Lack of Authenticity: The foremost issue was the apparent inauthenticity of the story. Despite featuring a customer, it was clear that this wasn't a real Peloton user's story. Instead, it felt like a narrative pieced together by the marketing team, lacking the genuine touch of an actual customer experience. This misstep was especially glaring given Peloton's access to numerous real and inspiring customer stories, which they failed to utilize.
Missing 'Normal': The second significant flaw was the omission of the 'normal' – the everyday, relatable aspects of the character's life before the Peloton bike. The ad failed to explore the woman's life prior to receiving the bike, such as her previous exercise routines or struggles to find time for herself amidst life's responsibilities. This lack of backstory made the narrative feel superficial and disconnected from the realities of most viewers.
The Lessons for Storytelling
Engage with Real Stories: Peloton's mistake underscores the importance of engaging with real customer stories. Authenticity resonates with audiences, and real testimonials often have a depth and relatability that manufactured narratives lack.
Start with the Normal: Begin your story with a relatable foundation. Understanding and portraying the everyday challenges and routines of your characters makes the story more engaging and impactful.
Moving Forward
As we reflect on Peloton's blunder, it's a reminder of the power of storytelling in marketing. An effective story isn't just about showcasing a product; it's about connecting with the audience on a human level, sharing struggles, triumphs, and transformations. This incident serves as a valuable lesson not just for Peloton but for all brands: know your audience, tell authentic stories, and start with the normal. Here's to better storytelling in the future!
(And if you missed the original ad, you can view it here with one of the many articles mocking it).