Achieving an impressive ROI with partially addressed mail (PAM)

The Client

Founded in 2012 at its Silicon Valley headquarters, Peloton set out to create a world-class indoor cycling studio for you to experience in your own time and in the comfort of your own home.

It’s now becoming a global fitness force, offering remote bike-centric and workout-focused exercise to users in the US, Canada, UK, and Germany.

The challenge

Peloton has always invested a lot of its media spend into channels such as direct mail or door drop in the US market. But the brand had never explored the channel in the UK. Interested, the Peloton team was looking to expand with a GDPR-compliant approach.

The strategy

Edit introduced a new way to contact consumers compliantly in a post-GDPR world: partially addressed mail (PAM). It’s something we knew could work.

No personal data is used for building the propensity model needed to plan PAM, yet we can still create a highly targeted campaign by using customer data at postcode level, plus TGI statement overlays and geo-targeting, to reach Peloton’s target audience for this part of its marketing effort:¬†London commuters.

The results

The introduction of this channel has helped Peloton break into the UK market, finding a compliant and scalable way to drive growth.

Not only could Edit offer Peloton a way into the UK market, with our knowledge and expertise we advised on who to target, at what time, and with what message. We handled both media and print elements of the campaign and ensured a smooth execution to produce a rapid, positive ROI. Peloton was so pleased, it booked a second campaign immediately after the first mailing.


1.2 actual ROI achieved