Social media plan to launch ‘Fits You’ campaign showcasing WeightWatchers’ comprehensive spectrum of care across every stage of the journey, as the brand evolves from traditional weight loss to a more medicalized model.
WeightWatchers ‘Fits You’
The Challenges:
The ‘Fits You’ campaign marked the first time we brought together two audiences with different experiences and polarizing perspectives about GLP-1 medications. Bridging this divide required a nuanced approach that could resonate authentically with both groups.
At the same time, the campaign was anchored by a high-fidelity TV commercial. While visually compelling, this type of highly produced content typically underperforms on organic social, leaving us with limited native, social-first assets to effectively launch the campaign and engage audineces across our channels.
The Approach:
Highlight real stories of actual members to showcase how people have their own unique needs, challenges, goals, and journey. Stories feel individual and authentic, but the themes they speak to are universal and relatable.
Organic social is the main engagement driver for campaign, uniquely positioned to deliver fresh takes on ‘fits you’ that resonate with members & lapsed member
Strategic + Creative Solutions:
Capture behind-the-scenes content and interview members at TV production
Feature specific and diverse stories to highlight the various ways members use WeightWatchers to fits their needs
Share member’s “why’s” to highlight health goals and importance of Clinical offering
For launch, partner with influencer, Josie Balka, to create “Uniquely You” sound
CTA: encourage members to share their unique, individual stories
Host a Reddit AMA with three members on different programs to highlight our “spectrum of solutions”
The Result:
I turned a single TV spot into a full social campaign that showcased real members and their stories. I captured behind-the-scenes, social-first content in a UGC-style format with strong, designed with engaging CTAs that helped drive performance.
The BTS video earned the highest shares (+79% vs. average), while the giveaway video drove a +1778% lift in comments month over month. Our influencer IG collab was our highest performer, doubling impressions and driving 91% higher engagement than Peak Season TV content. The Reddit AMA also exceeded expectations, reaching the highest reach and upvotes to date.