All About Weight

Tapping in to trigger weight loss moments to drive the conversation

Weight loss brand All About Weight asked us to help raise awareness of their programme and recruit a team of consultants across the country.

We worked with the management team to get to the heart of the matter and define the brand story. The campaign taps into those key ‘trigger’ moments such as a wedding, holiday or health problems which often starts someone on a weight loss journey, and signposts potential clients to the company.

A heavyweight PR campaign started with media briefings and focused on people telling their stories in the national and women’s consumer press, and via social channels. Engaging with celebrity ambassadors and providing a platform for them to share their weight loss journey was a key part of the campaign.

A series of roadshows enabled slimmers to share their stories face to face, and allowed potential customers to try the products and understand the programme from passionate brand advocates.

TWA also developed brand partnerships with John Lewis, Red Letter Days and Fitness First to provide a cost-effective way to showcase All About Weight to a wider audience.

The campaign generated extensive national coverage reaching a circulation of 25million and editorial coverage was the biggest driver of enquiries online.


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