WW wanted to bring its Freestyle program to the forefront for key targets of new moms and AA women looking for a livable and flexible weight loss program that could fit into their busy lives. WW wanted to ensure viewers understood the breadth of the WW offering via the easy to use SmartPoints system, world-class app and community support via their proprietary social network platform, Connect. The brand had core targets they were looking to entertain and educate with their strategic Kin partnership.
Target: W25-54 who want to get healthy and lose weight), with a skew towards younger delivery than other upper funnel tactics in market.
Kin and WW partnered for 4 episode integrations into Kin Original Shows featuring celebrity talent that have extremely high audience overlap with their multicultural target—with each show's audience compromised of 80% multicultural viewers. The episode integrations on All Things Adrienne and Tia Mowry's Quick Fix focused on the ease of the program, the benefits of a supportive community and a resource-filled app in reaching your goals.
All Things Adrienne (ATA) was chosen to showcase the benefits of couples trying out WW together and holding each other accountable, with the goal of inspiring women to bring their men along for the journey. The first episode, Adrienne & Israel Houghton's Healthy Lifestyle features Adrienne and husband, Israel Houghton as they discuss resetting their fitness and nutrition for fall after a summer of splurges. In the second ATA WW episode: Girls Night In, Adrienne hosts the ultimate girls' night in, complete with sangria, artichoke dip, and caprese skewers as part of her livable and healthy lifestyle – showcasing that you don't have to sacrifice your wellness goals for a fun night with friends.
Tia Mowry's Quick Fix was selected for integration as Tia is a new mom looking to get back into shape after having her beautiful daughter Cairo. Both episodes feature quick and healthy meals/desserts for busy moms with little down time!
Each video touched on healthy food choices, exercise, and #goals highlighting the new WW Freestyle program, which offers 200 ZeroPoint foods. All content was distributed via social (Facebook, YouTube, Instagram and Twitter) where we know WW's key target audiences are most engaged and most likely to stream video (90% do!) as it's a leading source of entertainment, advice, and support. (Source: US Census data – US Adults A25-34; Pew Research Canter)
The 4 branded episodes received over 3MM views. The audiences from both shows' audiences---again, each 80% multicultural--showed high engagement via comments highlighting their desire to learn more and join Tia and Adrienne on program, while current members on WW raised their hands and cheered on the talent as they began their journey. Video completion rates also illustrated resonant content with above average video retention rates at 55%-65%.
With so many comments focused on the brand specifically, we knew we found the right audience. Sample fan comments: "Yes!! He [Adrienne's hubby] looks great! My hubby and I need to follow, need the motivation!" & "This will be my Sunday dinner! And...heading over to check out WW. I'm inspired!!"
