WW
Dub Dub Club
Reinvigorating a legacy brand with new tone & personality.
Role: ACD Art & Copy
CHALLENGE:
Weight Watchers needed to refresh its image and overcome outdated diet culture perceptions of the brand.
SOLUTION:
We developed a new tonality for the brand’s acquisition work — leveraging a sense of relatable humanity and generating a sense of community. We leaned into confusion around the rebrand to “WW” with a new moniker “Dub Dub Club”, and we created a new editorial approach for video, leveraging outtakes and human realness.
We started with hundreds of real-world ad experiments to drive immediate acquisition and uncover audience-tailored insights.
In our initial rapid prototype ads, we saw an audience appetite for ads that broke character and brought a sense of relatable humanity to the brand.
We chased down this lead and built on this insight.
We got Ciara in on our new “Dub Dub Club” moniker, and we reinvented WW’s video editorial style —
leveraging breaks and outtakes to bring a sense of relatable imperfection to the brand’s key messaging.
Putting all of our learnings to work, we built WW a marketing model that struck the optimal balance between brand and direct response.
By optimizing top performers against a variety of barriers, perception issues and placements, the whole user experience got smarter and smarter.
THE OUTCOME:
We established the new WW to an expanded audience with increased conversions at a signifantly more efficient rate — resetting the foundations of future growth. Some of the more “upper funnel” assets within our message mix became long-running top peformers, proving the need for a balanced and diverse marketing model.