Good Afternoon! My name is Samantha Mitchelson, and my client is Weight Watchers. Weight Watcher’s was founded in the early 1960’s on the principle that the surest way to a healthier lifestyle was through mental, emotional, and physical wellbeing. Since then, Weight Watcher’s has grown into what we know it as today: a successful program that helps people achieve their goals by providing knowledge, community, and motivation. Many diet programs similar to Weight Watchers have been geared towards women, as they make up the majority of participants. However, what about the men? What about the men that are looking for a weight loss program that doesn’t require hours at the gym?
As you can probably tell, this campaign will be for men 24-45 years of age that are looking to loose weight or change their current lifestyle. These men are not specifically concerned with working out as much as dieting to losing weight, which is where Weight Watcher’s for Men comes in. The goals of this campaign are to increase awareness for the Weight Watcher's for Men program, increase male memberships by 20%, and generate an engaging community for men participating in the Weight Watcher's Programs
After analyzing Weight Watcher’s competitors, we realized that there wasn’t a program specifically for men that didn’t exude high levels of testosterone nor surrendered our targets masculinity. Seeing this gap in the market, we came up with our strategy for this campaign. Our campaign will encourage men to make healthier lifestyle choices without surrendering their time or control by emphasizing the simplicity and convenience of the Weight Watcher's program for Men
Losing weight can be a difficult thing to do, especially when you’re busy, lacking motivation, or unknowledgeable about the next steps to take. We wanted to show the male target that the Weight Watcher's Program for Men would help them attain goals on the go, maintain motivation, and give them the knowledge to start living a healthier life.
This led us to the big idea. Only the Beginning. Only the beginning was created to showcase the improvements Weight Watcher's provides, motivating men to get back on track and live a healthier life.
One of the first things I suggest doing, is creating separate Weight Watchers for Men Facebook, Instagram, and Twitter accounts. Men and women are motivated in different ways. So, to increase community for the male gender, it would be wise to create these separate profiles. Some posts from the Male page will also be promoted on the current Weight Watchers account to build awareness for these new pages.
Facebook: We will be creating content to engage the male community as well as creating three segmented posts. The first, posted every Monday, will focus on motivating the community. For example, one post could read: “Here’s to you being the best looking guy at your high school reunion. And to think, this is Only the Beginning. #weightwatchers #OnlytheBegining”. The second segment, called “Game Day Done Right”, will go live when sporting events are taking place on TV, such as football, basketball, and hockey games. These posts will provide recipes for healthier tailgating options, while still appealing to the typical tailgating food style. They will show a picture of the food item and have a caption relating to our Only the Beginning campaign. The last post segment will highlight on the convenience of the Weight Watcher's for men online and mobile app programs by emphasizing just how quickly a busy person can keep up with their goals on the go. We have placed a high emphasis on Facebook because it is the platform that reaches the majority of our target market
Twitter: On twitter we will post the motivating Monday segment along with creating conversation of or own. We will look for social influencers to connect with on twitter to help spread the word about weight watchers for men. We will also be tweeting content about our programs that relates to trending topics, such as DiGiorno did here.
Instagram: We will be posting exercise tutorials to get our target thinking about working out and providing them the info they need to take the next steps. We will also be featuring the motivational posts from Facebook and photos of meals with recipes. These meal photos could originate from the Weight Watcher’s Free Recipe of the Day, a Game Day Done Right recipe, or a user submitted recipe that is popular on the Weight Watcher’s site. All of these recipe posts will link back to the original post on weightwatchers.com.
Pinterest: We will be creating two new boards on the current Weight Watchers Pinterest page. The new “Only the Beginning” board will feature the motivational posts and the third Facebook segment posts. We will also be creating a “Game Day Done Right” board to highlight those recipes
YouTube: On YouTube, we will post interactive videos that highlight the simplicity of Weight Watcher’s, linking certain pages of the website to this video. We will also be posting the full-length version of the Instagram workout videos to our YouTube page. These will also be interactive videos, which will link to the health and fitness pages of the Weight Watcher’s website
Evaluation: To increase the success of our social tactics, we will be tracking the likes, comments, mentions, and shares (or similar engagement metrics) to see what our target is engaging with. From there, we will optimize our posts to include the highly engaged segments and decrease the lower engaged segments. We will also be tracking the influence social had on new visits to the website and changes in male membership.
Weight Watcher’s for Men will be sponsoring an “Only the Beginning” playlist, intended to motivate our target to start working out. This station will feature a mix of fast paced pop music and strength training rap. All of the ads on this station will be for the “Only the Beginning” campaign. These radio ads will play on other Pandora stations as well. To evaluate the success of this execution, we will measure how many people subscribed to our station and clicked on our Pandora ad.
We will be creating interactive side banner ads for the “Only the Beginning” campaign. These ads will feature a black background with white font that states, “This is only the beginning…” When viewers roll over the ad, it will then reveal the Weight Watchers for Men information. We will also be keeping track of how many people were lead to our website by clicking on this ad.
We will be implementing location-based promotions for the Weight Watchers for Men programs. When someone is within range of a specific sports bar or grocery store, a promotion for the Weight Watcher's for Men program will appear on their phone. This is meant to catch people off guard and drive them to the website to find out more. To measure the success of these mobile promotions, we will be tracking hoe many people redeem and use their mobile coupon. We will then decide if it is worth keeping this execution running.
Weight Watcher’s will reach out to the Less Doing, More Living blog in hopes of sponsoring guest posts. These posts will include the tagline and a call to action to the Weight Watcher’s website. This post will reach the bloggers followers, and in exchange we will offer to promote his blog on our social media pages by sharing the post and a few words about his blog.
To develop awareness for the Weight Watchers for Men program, we will be using specific keywords for the campaign’s digital marketing efforts. These keywords will be implemented in the form of a Google AdWord’s Campaign and will include the following six words, which will generate 130,000 daily impressions. To measure the success of this campaign, we will track the number of people that clicked on our ad from this campaign.
The timeline of this campaign will span February of 2015 to January of 2016. It will cost 363,805,239 dollars, which will result in 136,914,363 impressions. This is the media flow timeline for the Only the Beginning Campaign. As you can see, social and Ad Words will be running continuously throughout our campaign.
We will be optimizing this campaign month by month to achieve more efficiency. The optimizations will be based on monthly performance reports that analyze how the campaign is reaching people and the affect it is having on membership.
Side note………. New Budget: Blogger: 55 x 4 = $220 Pandora Ad: $20/cpm x Pandora Sponsor: Adwords: 2,203.6 x 365 = 804,314 Banner Ad: 100,000 x 120 = 1,200,000 Mobile Promo: 1,000 x 6 = 6,000 Agency Fee: 50/week x 52 = 2600 x 240 = 624,000
Only the Beginning is the solution Weight Watcher’s is looking for. It is the simple idea of encouraging men to make healthier lifestyle choices, without compromising their enjoyment. After seeing the opportunity that lies in Weight Watcher’s for Men, our target will be inspired to grab ahold of this program and start becoming the person they have always wanted to be. With knowledge driven solutions, like our interactive workout videos, more delicious views of weight loss with our Game Day Done Right articles, and surprising promotions, like our Mobile Ad’s, the Only the Beginning Campaign will get our target excited about weight loss and ready to join Weight Watchers for Men. Only the Beginning. Thank you
Weight Watchers Digital Strategy Presentation
By: Samantha Mitchelson
• Males 24-45 years old
• Considering weight loss
• More concerned with
dieting than exercising
• Increase Awareness
• Boost Membership by
• Create an engaging
community for men
Our campaign will encourage men to make
healthier lifestyle choices without surrendering
their time or control by emphasizing the
simplicity and convenience of the Weight
Watchers program for Men.
• Motivating Monday
• Busy Professional
• Game Day Done Right
• Motivating Monday
• Social Influencer
• Exercise Clips
• Food and Recipe Posts
• Only the Beginning Board
• Game Day Done Right
• Interactive Video’s
• Exercise and Only The