At the end of 2021, The Cooldown was an opportunity to amplify the passion and infectious enthusiasm of Peloton members, getting them to share the campaign online en-masse to reach new people in a way that traditional media couldn’t. No two Peloton members are the same and we wanted the campaign to reflect this. By focusing on each individual's personal achievements – their favourite workouts, their longest daily streak, the music they listened to, and the minutes they spent exercising – we maximised the potential for shareability. We turned a loyal audience into an army of advocates who gave a glimpse of the unmatched Peloton experience to their friends and followers. Overall, the Peloton community engaged with the campaign 5 million times, with 85% of engaged members watching their film and 50% of those downloading to share with their friends and followers. The campaign reached millions of more people online without spending a dime on media. Not for publication*****