Better with a Buddy

Stop dieting. Start living.

Geoff Scott
Briana Rickman
Sam Richmond
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Gen-Y innovators mission is to provide

our clients with creative unique
marketing campaigns. Our job is to
provide a high-quality big idea and
implement strategically.
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History

In 1961, a housewife named Jean Nidetch invited a group of friends to her Queens,
NY home and confessed her obsession with cookies. After that the friends confessed
their confessions. It was there she discovered that one of the most effective keys to
weight control are empathy, rapport, and mutual understanding. This set up weekly
meetings with these friends and soon grew to a meeting of 40 people. Because of
this growth, Albert and Felice Lippert suggested that Jean set up weekly classes at a
business location.
In May 1963, Weight Watchers was incorporated and the first public meeting was in
a loft in Queens. Despite the fact that these meetings were not advertised, there
were 400 people at the door.
The company rapidly expanded across the country and abroad.
An exercise plan was added in 1978, making them one of the first to stress the
importance of walking as an aid to overall fitness
In 1978, Weight Watchers international was sold to the H.J. Heinz Company. They
now have over one million members who attend 29,000 meetings in 27 different
countries.
Inn 1997, Weight Watchers launched a breakthrough new weight loss program called
the 1-2-3 Success Plan. This combined all the elements of healthful weight
management into a single concept, the POINTS food system.
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Products &
Services
Weight Watchers membership

plan:
Meetings
Grout support
Learning sessions
Point system
Packaged foods
Exercise equipment
DVDs
Cookbooks & magazines

Competitors
Jenny Craig
Curves
Activity Tracker
Nike plus
Fuel band
Myfitnesspale
Fitbit
Ediets.com
Nutrisystem.com
Lean Cuisine
Over 15,00 heath and
fitness apps

Past Campaigns

Help With the hard part

Meant to focus on the
struggles associated with
weight loss.
Treat Yourself Better
Establishes that they are not
a diet change, they are a
lifestyle change. Also it
pokes fun at ineffective
dieting
Expect Amazing
Uses celebrity ambassadors
to spark a movement.
Every pound is a victory

Target Market
Ashle
y 27
Age:
Gender: Female
Marital status:
Single
Occupation:
Enjoys: Social
Nurse
media, Netflix,
Primetime TV
shows, and always
updated on the
latest trends

Larissa
Age: 41
Gender: Female
Marital status:
Married with three
boys
Occupation:
Enjoys: Reading,
Teacher
searching the
internet,
Primetime TV
shows,

What do these women have in

common?
They lead busy lives while looking to
lose or maintain their weight.

BIG IDEA
Better With A Buddy
Campaign
The Weight Watchers community is
irreplaceable with the help of the
weight watchers online personal
coaches A.K.A Your Buddy. Weight
watchers Online service is always
accessible plus the lifestyle changes
are achievable and successful.

Homepage Takeover

Popular
Magazines
USA
People
Cosmopolitan

Womens Worlds
Cooking Light
Good house
keeping
Allure
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11

A ug
Rea ment
ed
lity

Usi
ng

Let Jillian Michaels

Be Your Buddy

Contest
Branded Integration (The Talk)
Social Media (Facebook)
Promotional Efforts (Discounted
Memberships)
(Timeframe: December 15 - July 31)

Contest
Announced on The Talk on December 15 th
The Talk averaged 2.27 million viewers in February
2015
13% increase in women 18-49 from prior year
Surpassed The View for the first time in daily
viewership in March
Video submissions on social media
Tell your story about your weight loss struggle
Winner invited on set with Jillian
Goals discussed beforehand to avoid any surprises on set

Branded Integration on The Talk

15 minute spot on The Talk the first week in January
January is the ideal time for weight loss resolution
plans
Statisticbrain.com surveyed and listed Lose Weight
as the most popular resolution goal (38%)
Winner discusses
Her story about weight loss struggles on The Talk
Jillian discusses
How the Buddy System has been Weight Watchers key
to continued success over their 50 year lifetime
Promise to achieve goal in half the time with the Buddy
System
Announce weekly updates on social media

Social Media
Video updates provided weekly on Weight
Watchers Facebook account
Prolong the life of the message
Submit a post every Friday until the
halfway point
First week of January until March 31
Viewership is expected to decline

Promotional Efforts
Jillian Michaels returns at the halfway point (March 31) via
Skype on The Talk with a big announcement
Discusses how proud she is of the winner and confident
they will reach their goal by the deadline
In fact, Im so confident in (winner), that Weight Watchers is
willing to share in her success and offer 20% off of their Online
Subscriptions for an entire month if she can meet her goal
The Promotion will last from July 1 until July 31

Commercial Advertising
Run commercial during key shows in the Fall
Modern Family (10.1 million viewers)
How to Get Away With Murder (10.4
million viewers)
Scandal (10.08 million viewers)
HULU
Younger audiences are not watching
traditional television!

Storyboard 1
Better with a Buddy
Commercial

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Storyboard 2
Better with a Buddy
Commercial

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Storyboard 3
Better with a Buddy
Commercial

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Storyboard 4
Better with a Buddy
Commercial

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Storyboard 5
Better with a Buddy
Commercial

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Storyboard 6
Better with a Buddy
Commercial

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Branded Entertainment
Incorporate Weight Watchers into
hit sitcom Mike and Molly

Authentically fits in with the shows

theme
Typical episodes bring in between 7
and 8 million viewers

Users CANNOT skip through the

content!

Buzzfeed Article
Arrange for an article to be written for the Buzzfeed
Homepage
Poking fun at other technology
Youre Guide to a New Years Resolution Success
Highlight impact of the Buddy System and weight
loss
Authentic means to reach 25-34 year old viewers
Article written by Buzzfeed Author
Posted on front page of Buzzfeed for the first week of
January
Key Timing: Focus article on New Years Resolution

Monitoring and Evaluating Success

Immediate Success How will the campaign
immediately benefit Weight Watchers?
Membership Subscriptions
Increase in Online Traffic
Potential Success What are the long-term benefits
that can positively impact future Weight Watchers
success?
Brand Awareness