Weight Watchers: Marketing communications
Objective
Weight Watchers is an institution so it’s vital that any changes to marketing material considers their loyal customer base. Our challenge was centred around customer acquisition and retention activities, with the primary objective to encourage more existing members to sign-up for Weight Watchers ‘Monthly Pass’.
Solution
We simplified the messaging and introduced a more concise method of presenting the offer. The vibrant orange colour and a distinctive design approach differentiates Monthly Pass from other marketing materials. We also created guidelines to ensure consistent brand communications across all media channels.
Result
Having previously worked on Weight Watchers product packaging, research for this project enabled us to gain a greater understanding of the membership audience. The result of this campaign was phenomenal, as the Monthly Pass activation rate was seen to increase from 57% to 88% in just a few months.
“Beyond’s approach has delivered an incredible increase in activation rates, far better than we could have ever expected.”
CRM Manager,
Weight Watchers (UK)
