When Weight Watchers changed their Leader role from self-employed to employed status, not only were they keen to retain all previously self-employed Leaders, they were eager to use the opportunity to attract new people. Whilst their previous advertising had been informative it was lacking in personality, it failed to communicate the real story behind the role.
We developed a strategy aimed at creating engagement and building a meaningful brand; a campaign that would inject personality and better reflect what the role of a Leader is all about. We refreshed the Leaders website using video content and also added an interactive element to enable the user to engage with both the role and the brand. We then produced postcards and pop up stands at trade fairs to spread the message. We also ran the campaign on the Workingmums website, as well as adword campaigns on Google and Facebook.
95% of existing Leaders made the move from self-employed to full time status. We generated over 1,300 referrals from Facebook and 360 applications from Workingmums. We're now helping them with a fully integrated social media strategy. We're also rolling out the concept across other areas, such as the Head Office careers site and other global sites.