Weight Watchers is an institution so it’s important that any changes to marketing material considers their loyal customer base. Having previously worked on the hugely successful rebrand of ‘Monthly Pass’ our new challenge was centred around customer activation and retention. The primary objective was to establish Monthly Pass as a membership with benefits, rather than just a payment plan.
A detailed research phase, including customer profiling and focus groups, identified the key desires of our target audience. This enabled us to develop a strong messaging approach to present the offering in a simple and concise way. The lifestyle photography and a distinctive design approach differentiates the new Monthly Pass from other marketing materials. We also reviewed the visual identity and evolved the logotype, with guidelines to ensure consistent brand communications across all media channels.
Research for this project enabled us to gain a greater understanding of the membership audience. The creative approach has been successfully applied across offline and online channels. The result was phenomenal as the Monthly Pass activation rate was seen to increase from 57% to 88% in just a few months.