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Michelle Fondacaro
The Ask
How can SoulCycle take a timeless approach to social media and marketing in the new year?
The Problem
SoulCycle saw major success in the 2010s with the rise of boutique fitness classes. With new fitness trends emerging everyday, how can we bring SoulCycle back to this state of grace with a timeless social-focused campaign?
The Insight
Some SoulCycle users have described the class as cult-like. Instead of shying away from this, let's embrace
the unique spirituality that SoulCycle offers through movement and community.
The Strategy
Introduce SoulCycle: Feel Your Sync, unleashing SoulCycle's unique brand of spirituality.
The Target Market
SoulCycle defines their current target market as:
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Majority female
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Between the ages of 25 and 44
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High-earning
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Highly-educated, often holding college or post-graduate degrees
We dug a little deeper, and asked, "What is the consumer thinking, feeling, and doing, outside of SoulCycle?"
Do you believe in God?
SoulCycle's current target market often disagrees with statements such as, "Religion should be the pillar of our society," or "I attended a religious service recently."
And for those who are not religious- they're not alone. In fact, the number of Americans who consider themselves to have no religious affiliation has skyrocketed from 8% in 1990 to 30% in 2021.
In the past, many Americans found hope, spirituality, and community in organized religion. As young adults become less involved in organized religion, where are they channeling those feelings?
"Organized religion is being replaced by disorganized religion. What is emerging in the wake of this decline is a uniquely American brand of post-religious spirituality."
Forbes
As organized religion is declining, young American adults are becoming spiritual, yet foregoing the sense of community that organized religion once offered.
The Insight
But, where can they find both spirituality and community?
SoulCycle. Users have compared SoulCycle's strong sense of spirituality to a cult-like class, with some stating they they find comfort in the spirituality that SoulCycle offers.
SoulCycle's version of spirituality is
Social
Vibrant
Active
Classes are about creating energy as a group.
Synchronized movement and riding in sync are spiritual.
SoulCycle is spiritual.
Riders who are looking for community, vibrant energy, and wellness can find spiritual moments at SoulCycle.
The Strategy
Unleash SoulCycle's unique brand of spirituality.
The Creative Campaign
SoulCycle: Feel Your Sync
'Feel Your Sync' defines SoulCycle's unique brand of spirituality. It doesn't mean quiet yoga, meditation, or isolation- rather it's riding along to music you can feel, pushing past moments of weakness, and taking this journey with your instructor and classmates alongside you for the ride.
This campaign lives primarily on social. However, we also defined how it can come to life through an exclusive merchandise launch, as well as a low-cost experiential activation including SoulCycle's existing spaces and added features in classes.
'Feel Your Sync' defines SoulCycle's unique brand of spirituality. It doesn't mean quiet yoga, meditation, or isolation- rather it's riding along to music you can feel, pushing past moments of weakness, and taking this journey with your instructor and classmates alongside you for the ride.
This campaign lives primarily on social. However, we also defined how it can come to life through an exclusive merchandise launch, as well as a low-cost experiential activation including SoulCycle's existing spaces and added features in classes.
Team: Clare Malone, Madeline Miranda, Jenn Valerio, Debashish Dumbre, Hannah Kent
My Role: Strategist
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