Weight Watchers – Lose 10 (February 2015)
- Backstory: Weight Watchers had a commercial air during the 2015 Super Bowl that was produced by Wieden+Kennedy. The commercial discussed our addiction to food and ended with the announcement of a new promotion. The new promotion, called Lose 10, allowed new members to be reimbursed for their first three months of Weight Watchers if they lost at least 10 lbs during that time.
- Campaign: To promote the spot, Horizon Media (with me leading the charge) activated Twitter influencers on the night of the Super Bowl to push out a YouTube link of the commercial showing their support and also informing their followers of the Lose 10 offer. A few of these influencers tried out Weight Watchers for a month and shared their experiences (with the app, website, and cooking recipes) with their YouTube subscribers.
Weight Watchers - Personal Coaching (January 2015)
- Backstory: In January 2015, Weight Watchers launched a brand-new product called Personal Coaching. In the past, members were encouraged to attend local in-person meetings. As the weight loss industry evolves with a new set of consumers, some Millennials prefer a private setting that is flexible and fits into their schedule. This new product allowed members to have a dedicated personal coach that they could communicate with through phone calls, email, and instant messages.
- Description: To get the word out in ways other than digital and social marketing, Horizon Media (with me leading the charge) managed an influencer activation on behalf of Weight Watchers. With the average Weight Watchers member being in their late 40s, the goal was to target a younger consumer. We activated female three food-focused bloggers in their 30s that each created one post a week for four weeks in January that took their readers through their weight loss journey with their Weight Watchers personal coach. Five YouTube bloggers (age 20-35) were also activated creating one video a week for four weeks in January.
Weight Watchers - #SeasonsEatings (December 2014)
- Backstory: Food is a major part of holiday parties. With this food comes overeating and that holiday weight gain. Weight Watchers has a reputation for promoting healthy and smart eating.
- Campaign: To bring awareness and open the conversation about our over indulgences with food during the holidays, Weight Watchers launched their #SeasonsEatings campaign. Rather than shame people for overeating, Weight Watchers wanted to activate a variety of influencers to take popular holiday jingles and rewrite them to be about the holidays in food. Horizon Media (with me leading the charge) was in charge of finding and managing this influencer activation. Eight Instagram influencers and four YouTube vloggers created video and photo content.
- The combined potential reach (followers and subscribers) for the influencers was 3M, the combined Instagram likes were 50.1K, and the combined views was 81.3K.
Maybelline, Garnier, and Fashion Rocks – #RockTheLook (September 2014)
- Backstory: Maybelline and Garnier partnered with Three Lions Entertainment to be the official beauty sponsors of the Fashion Rocks television special that aired live from Brooklyn’s Barclays Center September 9, 2014, on CBS during New York Fashion Week.
- Campaign: The theme of Maybelline and Garnier’s fall beauty campaign was called “Rock the Look” and included Fashion Rocks branding. In-store displays, as well as digital and social marketing, were used to promote the collaboration. Fans were encouraged to vote on their favorite beauty look and share their pick through social media using the hashtag #RockTheLook. This increased buzz around the show and tune-in. The winning look was revealed live during the Fashion Rocks broadcast.
COVERGIRL and MTV – #covermoment (2013-2014)
- Backstory: COVERGIRL teamed up MTV to bring beauty tricks, fashion tips, and nail tutorials. The collaborative content was shared on an MTV #covermoment microsite, MTV’s editorial website, social media and their tentpole events (VMAs and Movie Awards.)
- Campaign: The content was shared on MTV’s editorial website, social media and their tentpole events (VMAs and Movie Awards.) My part of this partnership was promoting the #covermoment hashtag on MTV News’ social media accounts and working with the integrated marketing team at MTV to come up with additional creative ideas for promoting this partnership. Fans were encouraged to share their #covermoment selfies to be featured on the microsite and reshared by MTV and COVERGIRL social media.