To build its presence on Canada’s West Coast, SoulCycle engaged our team as its influencer relations agency to help raise awareness around its first studio opening in Vancouver. The goal was to deliver a memorable on-brand in-studio experience for media and influencers by booking a minimum of 3-4 corporate/influencer rides per week to expose new riders to the Soul experience. The launch campaign kicked off with an invite-only evening for influencers to get “ride ready” with complimentary manicures and swag bags at the Ten Spot, a nail salon neighbouring SoulCycle. The second activation was a press preview ride and the group was treated to an in-studio braid-bar by Blo Dry Bar, poke snacks by Westcoast Poke and juice by the The Juice Truck.
A total of 51 media and influencers attended the kick off ride. Within three months, the activations and influencer partnerships reached a total social audience upwards of 3.5M with 142 user generated posts on Instagram alone. We exceeded goal on booking weekly corporate /influencer rides coordinating an average of 6-7 per week, resulting in 729 new riders coming through the studio’s doors in less than three months.