Weight Watchers recruited 'real world ambassadors' to create powerful messages that their audience could identify with.
Weight Watchers wanted wanted to move away from any negative perceptions of "fat club" and calorie counting and re-introduce lapsed members to take part in the new pro points plan.
To remain entertaining whilst still communicating a serious engaging message which didn't alienate our audience. We also wanted to ensure it was seamlessly integrated into the TV creative through the use of Kylie, who was fronting the campaign with her "wow!" track.
The listeners were recruited locally and became ambassadors telling their story - which both engaged with the audience and gave them the chance to empathise and trial the plan. Importantly, we were able to deliver it locally, with regional voices whilst reaching our national audience. Weight Watchers teamed up with heat radio to create a national campaign, with dedicated programming involving an on-air cooking show - recipes could be sourced on heatworld.com and "Pro Points Pop Quiz" featuring Adele and Kylie tracks within the show.
After only nine weeks spontaneous awareness of the Weight Watchers activity amongst listeners moved significantly ahead of non- listeners - by 16%. Whilst word of mouth and TV are recognised as the key channels by which people hear about WW, radio became prominent amongst listeners after the campaign (at 43% attribution). Critically after the campaign, awareness of the Pro Points Plan was 60% higher by listeners compared to non-listeners.
Through the use of real world ambassadors the campaign was so successful that the presenter of the show on heat even became a Weight Watchers' member herself and had listeners writing in to encourage her in her quest - for no reward! Her local Weight Watchers leader became a regular caller into the show -absolute money can't buy programming and a perfect partnership.