I’ve spent the last few weeks contracting with Weight Watchers Australia’s online marketing team. I’m really impressed with their committment to the digital space, and especially the direction Online Marketing Manager, Reichel Cheslett is taking their digital strategy.
The work they’re doing online is a first not only for Weight Watchers globally but also within the weight loss category. What are they doing at the moment? They have some great forums as part of their website. This year for the first time they are running a people’s choice vote online for their Healthy Life Awards. You can also participate in Weight Watchers Online - you get just about all the benefits of going to traditional meetings, along with a great assortment of tools such as recipe and food planners, points tracking and weight loss goal tracking.
Weight Watchers have not delved too far into social media yet, which is what I’ve been helping them out on. I’ve helped them to conduct an uncomplicated social media trial based around the Healthy Life Awards. I’ve created a Twitter account and Facebook page and also done a few other things like placing some competitions with online properites important to their female demographic. I’ve also done some peer sharing placements around the HLA site and the competitions to increase traffic being driven to the sites. It’s never enough just to set these things up for a client and hope for the best so I’ve also done some mentoring and pulled together some social media guides to help them understand how to interact on Twitter and Facebook to best engage their audience.
I wish them well with their digital marketing plans for the future, and I’ll be keeping an eye out to see how they do in the coming year.
