Weight Watchers: Social Media - Campaign Concept
Problem / Challenge: As people losing weight have a common purpose, they form a community in which they share their experiences and support each other in the good and bad times. Even though it is a big opportunity for WW they struggle to keep this community engaged. Lots of content is shared, but follow-up is lacking. For WW this is a missed chance to be top of mind their current target audience. Playing a more important role in the lives of their members and the community would cause more word-of-mouth advertising.
The Goal: Becoming top-of-mind at the target audience by increasing brand awareness and increasing brand attitude. It was crucial to develop a creative concept that enables WW to engage with its target audience. The concept needed to build engagement in a sustainable manner aka engagement for long-term connection.
The Idea: A semi-humoristic and inspiring brand campaign, called "Hero for a Kilo",that puts the customers first. Be a hero. Hero for a Kilo. Throughout the corona pandemic, the image of a superhero gained popularity. The campaign brings light to all the hard-working women out there. The women at WW work hard every week to prepare meals, work out, and stay healthy even though it takes a lot of effort to achieve that every day and week. The busy mom, who in between everything finds the time to work out, she's a hero. The independent businesswoman who still prepares healthy homemade meals every day, she's a hero. Their superpower is to still find that time and energy, to eat healthily, stay fit and stay positive.
