Post pandemic, consumers deprioritised health and wellness in favour of embracing freedom, leaving health brands with a diminishing market that was also flooded with new competitors.
Strategy
To drive business performance, the brand reduced its performance marketing spend. This used latest media trends, historic channel performance and consumer insights to flip media and marketing strategy, and deliver an audience, creative and targeting approach which maximised effectiveness, and prioritised brand media to hit performance goals.
WeightWatchers couldn't outspend competitors, so needed to outsmart them. Spend was shifted from traditional performance channels - PPC and social - to upper-funnel tactics, to improve...