Weight Watchers

Weight Watchers

BREATHING FRESH LIFE INTO AN ESTABLISHED BRAND

Weight Watchers International is a global weight-loss and lifestyle transformation brand and a market leader. Health, fitness and lifestyle transformation is a fiercely competitive sector and highly subject to cultural nuances. Remaining fresh and relevant is a constant challenge.

Strategy, Marketing and Social Media
Editorial
Design, Video & Content Creation
Measurement, Testing & Refining
Production, Deployment & Distribution
Advertising Sales
Newsstand Strategy & Execution
The challenges

When the world’s most famous weight-loss brand wanted to revamp its European magazine offering, they came to River, who had worked with them in the UK since 2006. Our single biggest challenge is to consistently deliver a content strategy that is market-specific while remaining consistent with Weight Watchers’ global brand values.

What we did

River redesigned and created fresh magazine content for a relaunch across four European markets: France, Germany, French Swiss and German Swiss editions.

Our approach comprised four key activities:

Monitor and indeed start local market trends and behaviours.
Identify local market bellwethers to create a network of social and cultural influencers that support Weight Watchers content.
Develop magazine content to increase brand exposure and act as an acquisition tool to recruit new members to meetings.
Repurpose content to act as a crucial element of each market’s CRM programme, plus we used locally relevant success stories and local personalities on covers.

  • Monitor and indeed start local market trends and behaviours.
  • Identify local market bellwethers to create a network of social and cultural influencers that support Weight Watchers content.
  • Develop magazine content to increase brand exposure and act as an acquisition tool to recruit new members to meetings.
  • Repurpose content to act as a crucial element of each market’s CRM programme, plus we used locally relevant success stories and local personalities on covers.

I am always keen to celebrate the strong partnership between Weight Watchers and River ! We have developed over time a deep collaboration that goes so much beyond the pure functional production of our magazine. It is thanks to a true understanding of what Weight Watchers stands for, what our customers’ needs are and how to renew content to always surprise and delight.

Corinne Pollier, President International

Markers of our success
33%+
Year-on-year

Total circulation was up by 33% year-on-year following the relaunch

88,000
New Members

The magazine led over 88,000 new members to join Weight Watchers

Gold award
BCP Awards

Weight Watchers International won gold at the Best of Corporate Publishing Awards.

In declining magazine markets, Weight Watchers French and German editions have both outperformed the market; copy sales have been up year-on-year in 2017.