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Scope: Weight Watchers Online Subscription Series; Copywriting for U.S. Online Program
Mission: Increase new member acquisition and retention in the new online environment for this classic weight loss brand by testing offer-strategy, copy and landing pages in an A/B and multi-variate testing matrix.
Key Insight: Video can be a proxy, but only in part, for matching the tone and tenor of a supportive weight management environment. The surprise is the promise of "live" video conferencing to herald the future of counseling sessions as well as "one-on-one" partner support.
Perspectives: "Classic lead generation goes digital in a fraction of the time. Now that's 'Wait Loss!' - Who's Testing What