Weight Watchers
MISSION: Optimize Weight Watchers' social content to help position the brand as a lifestyle program, not a diet regimen. RESULT: Our daily content and how-to video microcontent are Weight Watchers' best performing content to date, and our "Mini Caramel Apples" video is Instagram's most successful ad unit ever. Brand repositioning understanding, sentiment and engagement increased under our revised content strategy.
Creative Direction