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Work

Spring 2020

Rethinking a campaign for a nation stuck at home.

Challenge
The COVID-19 pandemic shook the world and forced people to stay inside. These circumstances led to overeating, lack of exercise, and high levels of stress.

Goal
Help people see WW as more than just a weight loss brand. WW’s program, tools and community can help you make better choices to improve your overall health.

Strategy
We tapped into WW’s Instagram community to show how current members are using WW’s tools to eat well, move more, and stay connected.

 

 

App Features

Bringing the WW app front and center.

Challenge
New app-based weight loss programs were gaining steam and appealing more to the younger, on-the-go generation.

Goal
Create more awareness of the Webby award-winning WW app, which can help members in all aspects of their journey.

Strategy
Focus more on the WW app and tools available to help you succeed. Show examples of how real members are using the app in their everyday lives.

 

 

MyWW Launch

Launching WW’s most customized weight loss program ever.

Challenge
Free app-based weight loss programs were adding to a cluttered marketplace, and newly-rebranded WW (formerly Weight Watchers) faced pressure to prove its value and remain on top.

Goal
Generate excitement surrounding the new myWW program and its app-based personal assessment, which matches you with a proven weight loss plan.

Strategy
We introduced the new program by creating relatable personas based on personal assessment questions. No matter what type of person you are, there’s a plan for you.

 

 

Freestyle

Engaging members to revitalize a brand.

Challenge
Weight Watchers had been a leader in the weight loss category for decades, but somewhere along the line, they lost a real connection to their audience.

Goal
Membership was declining and they needed help making the brand relevant again while driving results – fast.

Strategy
We realized Weight Watchers had the secret ingredient to success the entire time: their members. So in our campaigns, we made the members the stars, empowering them as the voice of the brand and creating positive buzz within the community.

We helped usher Weight Watchers into ten consecutive seasons of membership growth. Don’t take our word for it, this comeback was presented at the ANA by our client, and was even told by our Chief, Mark DiMassimo, as a forward for a book.