Details

Weight Watchers (WW) has always created inspiring campaigns on Belfast Live and in the Daily Mirror, showcasing the amazing stories of WW and its members. And this particular campaign that ran on our new female lifestyle brand ‘Be’ was no different. It was our first big advertising campaign on Be and it made quite an impact.

The approach

If we were to describe this campaign in three words it would be: ‘Less is more’.

WW came to us with one great weight loss story (read it here) and one main objective - to tell that story to as many people as possible and maybe even inspire others to be the best version of themselves.

Through our newspapers and websites, we can reach a broad audience, of all life stages and attitudes. And now with a new, female lifestyle platform, we have an opportunity to take our campaigns further again.

Campaign elements

> one piece of content published online and in the paper as a full-page story.

> online article shared on Be and Belfast Live social media channels.

> advertising takeover of Be consisting of a reskin on every article in the section, cross-platform MPUs and banners that were viewable on desktop and mobile.

Results 

> That one article got 71.5k page views on Be and 14,947 engagements across all social channels - so likes, shares, comments, clicks - any sort of interaction with the article.

> It reached 76k on Facebook, did 6.3k impressions on Twitter and 5.7k impressions on Instagram. 

> The three-day ad takeover of Be generated 823 clicks on 100,000 impressions.  That’s a click-through rate (CTR) of 0.83%, 14 times higher than the national average which is 0.06% CTR.