SoulCycle Says #screwresolutions
To acquire new customers and re-engage existing riders during January’s highly cluttered fitness market, we broke through with a refreshing message:
#screwresolutions, because we are a little bit in love with who you already are.
While New Year Resolutions often involve restricting ourselves, SoulCycle challenged riders to do more of what makes them feel good. This integrated marketing campaign successfully increased engagement with new and existing riders, drove YoY business growth and boosted sentiment.
Director of Brand & Content I Creative Strategy I Go-To-Market I Social & Influencer I Content Strategy I Studio Activation I Cross-functional Leadership
The centerpiece for the campaign was a simple, and yet powerful video, that invited SoulCycle riders to indulge in what makes them feel good: say “sorry” less, have more sex, eat the damn cookie. It was picked up by press and promoted across SoulCycle’s owned and instructors social media channels.
