An Ad Campaign With Soul
It’s no secret that SoulCycle is kind of a big deal. The fitness craze has established a loyal, cult-like following with its unique approach to cycling classes.
SoulCycle relies mostly on word-of-mouth to get its name and reputation out there, so when I was browsing AdAge.com recently, my curiosity was instantly piqued upon reading that the workout chain had released its first real branding initiative.
Utilizing advertising agency, Laird + Partners, SoulCycle compiled their ‘Find It’ campaign – a two-minute spot featuring tokens of motivation and #inspo interspersed among sexy, silhouetted figures and dramatic hair flips that are reminiscent of a swanky music video.
Side-note, and an example of human behavior and consumer loyalty: about 10 seconds into the spot, there’s a single image of a bright yellow wheel spoke. That color immediately made me think of Drybar – a company who has become synonymous with using Buttercup Yellow as their signature hue. Yeahhhh… I’m sure that’s EXACTLY what SoulCycle was going for with that freeze frame….
Anyways, the company will be sharing the ‘Find It’ campaign on its social media channels, as well as incorporating some of the imagery into its many studio locations. I, for one, am very interested to see the potential impact of this new marketing endeavor.
I’m confident that ad or no ad, SoulCycle will continue to keep busy, determined feet pedaling away in those candle-lit, ambient rooms. Still, cheers to the company for creating a campaign that feeds both the soul and sole…. I’ll let myself out.
Posted by Ilana