Reclaiming an Iconic brand
WeightWatchers had lost its identity. We brought it back to its roots - and into culture.
Viral 'It's a Chicken Salad' TikTok Partnership: Drove highest web traffic in Peak season
Baked by Melissa x WeightWatchers Limited-Edition Low-Point Cupcake Pack: Sold out within 48 hours
The tweet that broke the internet: 8.3M views
Modernized member testimonials with January TV Spot, resulting in highest converting TV commercial in brand history
Top Instagram post in 2023 leaning into the member truth of ZeroPoint food obsessions
MacroBarista x WeightWatchers In-App Coffee Menu: 81,000 In-App Tracks
Hacked BravoCon with experiential WeightWatchers Points Party Bus featuring low-point cocktails. Hosted by Vanderpump rules star, Peter Madrigal, along with super fans and other famous Bravolebs who stopped by.
WeightWatchers strongest asset was our legacy, but with that, comes the evil twin of nostalgia, which threatened to trap us in time. That’s why recommitting ourselves to be a more modern, culturally-attuned and relevant brand, was so important.
This required us to think differently, driving talkability and consideration among our newly created target audience: The LifeCravers - those who want to enjoy life to the fullest, and not sacrifice their lifestyle to lose weight. That’s where our value prop - Eat what you want - and still lose weight - came in, and our positioning of ‘Celebrate the love of food’ became our way into culture.
We worked on a refreshed framework that ensured we had planned momentum, with brand pops throughout the year. This led to a transformation of our social media strategy, a new class of influencer creators, unexpected partnerships and a fresh voice that celebrated our promise—eat the foods you love, and still lose weight.
Selected Result Highlights
Baked by Melissa x WeightWatchers Partnership: Partnered with Baked by Melissa to create a special pack of 3 points or less cupcakes-to prove, you don’t have to sacrifice on WW. Results: Significant uptick with +7 Points in Day-over-Day New to Brand Signups %, 53% increase in DIRECT traffic.
Viral 'It's a Chicken Salad' TikTok Partnership: Quick-turn partnership with viral TikTok creator, Nisha, famous for her ‘It’s a chicken salad’ sound. Within days of going viral, we invited Nisha to our HQ in NYC to make her very own Chicken Salad to drop in our WeightWatchers app. Results: #1 most viewed TikTok of all-time for WW with over 3M views in 24 hours, and became a top web traffic driver via paid media. Received over 15 earned media articles.
WW X @MacroBarista: Partnered with famous influencer, MacroBarista, known for showcasing the Macros on coffee orders, to add Points to his repertoire, launching his low-point coffee orders in our app for all our members. Results: 81K in-app tracks by users, and our highest social engagement in 2023.