Work

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.