PrettyGreen

We are PrettyGreen. An Independent, Award Winning Agency for PR Less Ordinary ​

London, United Kingdom
Founded: 2008
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Nando's Global
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WW: Launching a new wellness programme in a cluttered market

by Lucy Mart

Achieve share of voice for WW’s new flexible wellness programme, MyWW in a cluttered January media agenda

Business Challenge:

Educating new and existing members about the all-new myWW programme to help reposition the brand in the wellness space

Objectives:

• Generate mass awareness of the newMyWWprogramme to educate existing customers and drive sign ups of new customers • Engage a new, younger audience and reposition WW as an all encompassing programme that positively prioritises healthy living – physically and mentally

Strategy:

Occupy and dominate the New Year healthily living conversation through a multi-layered campaign that highlights the psychology of how people are more likely to stick to a wellness plan if they do it alongside someone else.

Campaign:

• A national PR news moment, using research to authenticate the power of a ‘Plus One’ when embarking on a wellness journey in the new year • Ambassadorial supportwith TV Personality Vicky Pattison (& her mum) and a series of interviews in relevant and high reach media • Social content creationof Vicky Pattison, sharing her WW motivations and how the support of her mum will help her along the way • Consumer & Media experience: Held media and consumer Supper Clubs to educate on themyWWplan,and a listen to inspiring stories from WW ambassadors including Curtis Pritchard and case studies

Results:

300 pieces of coverage to date / 71 Supper club attendees / 99% mentions of WW (100% Weight Watchers)

5.5m coverage views / 7.4k estimated social shares of coverage

1.13bn Online Readership / 3.04m Print Readership

Tags

PR
PR Agency
Influencer Marketing
Influencer PR
Marketing agency
Media Relations
public relations
event
pop-up
Celebrity
health and fitness

Clients

WW.