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Social Currency for Weight Watchers Pop-up Cafe

Client: Weight Watchers
Brand: Weight Watchers Foods

Overview

Weight Watchers Foods worked with Integer London, the lead communications agency to develop a new positioning of ‘food you can feel good about’. In May 2014 they launched this new positioning to consumers with the Feel Good Café. The café aimed to introduce Weight Watchers Foods to new audiences and dispel the misconceptions that it was only for people on diets.  The café was located in Shoreditch, London, and was open for a 9 day period serving meals developed by a professional chef and using Weight Watchers Foods products with the aim to make people ‘feel good’.

Campaign

Integer London briefed Knit to develop the digital and social strategy and activity for the campaign, specifically to drive reach and engagement as well help measure brand reappraisal.To drive reach and engagement consumers were asked to post a photo during their visit to the café on Instagram as way of social currency to pay for their food. All photos were required to be posted with #wwfeelgoodfood and were automatically printed in the café by the unique Instagram printer developed by Knit.  Consumers collected their Instagram prints and handed them over as payment, keeping one as a ‘souvenir’ copy to take home and a second copy was pinned on the Weight Watchers’ Feel Good Café boards.

To measure brand reappraisal, Knit developed a ‘Rate and Review’ app for post-meal surveys. Consumers were asked to complete a short survey on iPads in the Café, incentivized with a chance to win a spa-break experience. Knit developed the social strategy which included managing and growing the Feel Good Café’s Twitter community to further promote and gain online advocacy for the brand.   

Results

The Instagram social currency generated over 1500 photo shares and reached 114739 accounts amplifying the brand activity online. The @wwfeelgoodcafe Twitter account gained over 800 Twitter followers during the campaign and the dedicated hashtag #wwfeelgoodfood reached an estimated 282.4k accounts and exposure to 841k.

The campaign was an overwhelming success both on and offline - Twitter sentiment was rated as 90% positive and blog posts and reviews detailing people’s experiences were posted over the 9 day period. The results from the ‘Rate and Review’ app rated 95% of meals served at the Feel Good Café made consumers feel ‘good’ or ‘amazing’. The campaign achieved national press coverage and drove an editorial reach of 28.2 million. The activity proved so successful that future pop-up cafes are being considered in other locations around the UK.

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