Weightwatchers Say Yes To The Dress

The challenge

Drive brand consideration via frequent nudges in relevant programming at a cost effective rate

The solution

Working with the newly launched free to air Quest Red and Discovery’s TLC channel, WW sponsored the ‘Wedding’ package fronted by the hugely popular Say Yes to the Dress franchise. This 12 month deal launched with 240+ hours of content per month. Our 24 sponsorship idents featured real Weight Watchers members and introduced new products such as WW Flex, and a Facebook Live competition with the show’s star David Emmanuel and a Weight Watcher’s nutritionist.

Results

Campaign research showed growth in brand consideration, preference and recommendation, with viewers more likely to agree WW is ‘for me’, flexible, and better than in the past