Social Strategy + Campaign | Live Client Winner
So here’s the tea…
SoulCycle stepped onto the scene in 2006. It quickly rose to fame, particularly resonating with women, because of its uniquely holistic approach to spin classes…but that was 15+ years ago.
Since then — due to a variety of circumstances — SoulCycle has struggled to maintain, grow, and diversify their ridership.
The t(ask)…
Develop a social content strategy that brings in new riders and garners earned media.
The opportunity…
Men. Since its inception, SoulCycle has primarily catered to women. In fact, the brand's estimated ratio of women to men in a given SoulCycle class is 80/20. But female ridership isn’t paying the bills like it used to, so we wondered what would happen if we tapped into male ridership.
This idea wasn’t just based on its shock value. After speaking to some physically active men and conducting further secondary research, we found that SoulCycle’s holistic approach to exercise had the potential to resonate with a male audience.
The challenge…
SoulCycle, and the larger category of group exercise classes, can often seem intimidating to men — which is understandable, considering that an estimated 74% of group exercise class participants are women. As a result, most men end up exercising alone at the gym.
“Since there are usually more women in group fitness classes, most men get the impression that it’s just for women.”
Iron Man Fitness
“I would be petrified — normal nice guys are often scared of rooms full of fit girls. We’re scared that they will think we’re creeps trying to hit on them.”
40%
of male gym-goers reported feeling lonely while working out
1-in-6
men go to the gym with the primary goal of socializing and meeting new people.
National Institute of Health
Despite yearning for group exercise settings like SoulCycle –where they can socialize and feel supported – men just haven’t worked up the confidence to give them a try.
Insight
Kindred spirits give us the confidence to let go and let loose.
For many people, the easiest time to be themselves, get out of their own heads, and live in the moment is when they’re around their best friends. We recognized that by tapping into the power of friendship💛, we could get men comfortable enough to try SoulCycle.
Strategy
No soul’s riding solo.
Solution: Your Partner in the Climb — SoulBros
A social strategy, and subsequent campaign, that takes on a humorous tone to invite men into SoulCycle – and encourages them to bring a friend along for the ride!
Promotional videos that establish SoulCycle as a place men can effectively workout and socialize with other men— without feelings of intimidation. Click on each to play.
Out of home signage sending the message that SoulCycle is a safe space for men.
Out of home signage sending the message that SoulCycle is a safe space for men.
Partnership with Citibike that converts some regular Citibikes into tandem bikes— so SoulBro's can put their 'ride or die' relationship to the test outside of the studio.
Partnership with Citibike that converts some regular Citibikes into tandem bikes— so SoulBro's can put their 'ride or die' relationship to the test outside of the studio.
"Palentine's Day" (Valentine's Day for friends) social media posts, highlighting the limited time Citibike Partnership and further encouraging men to engage with SoulCycle.
SoulBro t-shirts, only sold in pairs.
Updates to SoulCycle classes to offer more classes themed around the music and media men enjoy.
In essence, Your Partner in the Climb — SoulBros is dedicated to making SoulCycle's brand more accessible to men. This not only allows men to establish meaningful social connections, but also enables SoulCycle to reach a valuable market that was previously untapped.
The Team
Art Director: Raquel Fereshetian
Art Director: Gabrielle Loughlin
Brand Manager: Andrew Harper
Brand Manager: Ralph Levy
Copywriter: Shalynn Franzen
My Role
Field Research + On-Site Visit
Secondary Research + Social Listening
Brief Writing
Deck Storyline and Design
1:1 Interviews
S.W.O.T Analysis