Launching Curtis Pritchard as the new WW ambassador
Business Challenge: Driving brand reappraisal with young women for WW, Weight Watchers Reimagined
Objective: Engage a new, younger audience and reposition WW as an all encompassing programme that positively prioritises healthy living
Strategy: Tap into cultural zeitgeist by enlisting Love Island’s Curtis Pritchard as a brand ambassador to talk about his experience of being body shamed during the show
Solution: A national PR announcement and a series of interviews in relevant and high reach media to announce Curtis as brand ambassador. Curtis discussed the positive impact WW has had on his wellbeing so far and sparked a newsworthy conversation around body shaming which allowed Curtis to discuss his involvement with the brand in an authentic way.
Results: 174 pieces of coverage including 16 national and 21 consumer pieces – a total of 1,750,000 coverage views