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Live client

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How do we fix SoulCycle’s exclusive, middle-aged white woman brand image?

By tapping into a young community that also values music, dance, and inclusivity: RAVERS. 

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SOCIAL

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Cyclets will bring the party beyond the studio and reward riders for bringing the energy each class.

MOCKTAIL

We'll tap into Dry January with an electrolyte infused Mocktail.

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ACTIVATION

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Big City RaveRides

We'll put on an exhilarating 3-hour ride featuring live EDM music so SoulCycle can repurpose the mixes as audio on social.

Small City RaveRides

We'll host in studio RaveRides every Friday night at midnight. 

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Get Ready With Me

We'll send safe rave influencers SoulCycle rave merch and have them post #GRWM videos.

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Rose: When the CEO of SoulCycle responds to your presentation by telling their marketing team to make this happen, you just sit there on Zoom and smile.

 

Bud: We learned how to do creative on a budget. 🕺

Thorn:  I suck at beading Cyclets. You would think as a former collegiate athlete I’d have good coordination skills.  But nope. I spilled two bracelets all over myself.

Copywriter: Paris Cipollone       Art Director: Jess Riporti      Brand Manager: Grey Walters  Strategists: Sarah Newman &Nick Martinez      Experience Designer: Michelle Chiu

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