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Slimfast Mini-Campaign Case Study

Slimfast Mini-Campaign Case Study

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Published by Whitney Parker

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Categories:Topics, Art & Design
Published by: Whitney Parker on Sep 14, 2011
Copyright:Attribution Non-commercial

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05/12/2014

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Slim-FastQ2 Program Overview
August 2011
 
What is Slim-Fast?
Slim-Fast is a short-term weightloss solution – unlike other weightloss brands (e.g. WeightWatchers), it’s not a lifestyleTarget Audience: women lookingto lose ~20lbs for a specialoccasionProducts: snack /mealreplacement bars and shakes3-2-1 Plan: meal plan thatincorporates its snack bars, mealbars and shakes, alongside 1balanced meal
 
The Challenge
Faced with a decline in salesand rising competitorawareness, Slim-Fastchallenged Ogilvy to develop aPR campaign which would:1)strengthen its presence onFacebook and Twitter2)engage a core group of consumers3)increase brand loyalty amongtrigger-based dieters –specifically brides

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