WW: Launching a new wellness product with a talent-led PR campaign
It was a busy start to the year as we helped WW (Weight Watcher’s Reimagined) launch their all new programme – myWW – its most customisable and flexible programme ever.
WW came to us with the task of educating new and existing members about the all-new programme to help reposition the brand in the wellness space. With an objective of generating coverage and mass awareness with existing and new customers, we set to work creating a multi-faceted campaign.
Based on an insight that people are more likely to stick to a wellness plan if they do it alongside someone else, we wanted to chime with WW’s Better Together mantra to cement the brands positioning as an all-encompassing programme that positively prioritises healthy living – both physically and mentally.
As part of the campaign we
- Announced the myWW plan
- Coordinated a national PR news moment, using brand new research
- Announced Vicky Pattison as new brand ambassador
- Held media and consumer Supper Clubs to educate people on the three distinct plans under myWW
And the results speak for themselves, with a 1.11BN total media reach!