In the weight loss industry, PR campaigns can help a company to differentiate itself as one that is uniquely equipped to support its customers. Through displaying an understanding of customer needs and a fervent readiness to help, brands can establish images that encourage their audience to engage with them. The PR campaigns of these three brands offer others in the space impactful lessons on how to optimize their own campaigns.
1. Nutrisystem’s Focus on Ease
Nutrisystem focused on helping people with a problem they often encounter when enrolling in weight-programs: having to manage the specifics of that along with a busy life. The brand built an image centered around providing people with easy-to-manage diets and helping them to track their caloric intake.
To build on Nutrisystems’ credibility, the campaign uses reviews from customers with time-demanding lives, who were able to fit their weight loss programs into their schedules without feeling burdened, thanks to Nutrisystem’s ease of use.
2. Weight Watchers’ Easy-going Image
Weight watchers PR campaigns have been centered around solidifying the brand’s calm and relaxed image. That fits well with the company’s model, which encourages people to eat the food they like while reminding them to place a limit through an easy-to-use tool.
Weight-watchers has also built itself as a brand that helps people to optimize their eating for weight loss, even if they’re worried they might not have the motivation to maintain eating routines. The company has focused its narrative on helping people overcome the hesitation that tends to come with committing to weight loss programs, showing that they understand the emotional needs of their market.
Weight Watchers goes a step further by incorporating a community-oriented theme into its PR campaigns. The brand lets customers know that by choosing them, they’re also opening themselves up to a helpful and understanding community comprised of other customers. Weight Watchers PR campaigns often highlight this, and how belonging to the community has impacted the weight loss journeys of past customers, along with other benefits it offers.
3. Jenny Craig’s In-depth Before and After Cases
While before and after pictures have long been a staple in the weight loss industry, the meal-plan company Jenny Craig has taken an approach that does away with the types of campaigns that aim to bait customers. Theirs show the previous success of their products while also providing insight into what the process was like for the customer.
As opposed to pictures and not much else to bait new customers in with results, the brand’s testimonials have a friendlier touch, going into detail about what the process was like. That has helped them to connect with their audiences who, while looking for results, also want a realistic and transparent picture of what goes into getting them and how the brand helps with that.
Weight loss companies can connect with their audiences more authentically if they show a deep understanding of what their customers need, and approaching that with friendly and accessible solutions. The brands above have had the returns and success that come with doing that right.
Ronn Torossian is the CEO and Founder of 5W Public Relations. 5WPR is a leading PR Agency specializing in digital strategy, traditional and digital PR and influencer marketing.