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Work

WW (formerly Weight Watchers)

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.

Winter 2020 Campaign

 

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.

WW Freestyle Campaign