WW eyes TikTok reach as its brings on new social influencer as ambassador

Former Weight Watchers brand looks to reposition around health and wellness

Utilising new social channels such as Tiktok and partnering with surprising ambassadors is key to bringing WW wider brand story around health and wellness to life to new audiences, its local marketing chief says.

The brand formerly known as Weight Watchers has confirmed a fresh partnership with Melbourne-based TikTok star, Rohit Roy, to be its latest WW ambassador as he kicks off the next stage of his personal wellness journey. Roy, 41, has built up a strong social following after documenting his 100-day abstinence from frizzy drinks. He’s now looking to lose 20kgs as well as embrace healthy habits long-term such as mindset, sleep, exercise and nutrition.  

“Really the WW brand is still relatively new, so utilising new channels and surprising ambassadors helps to further establish the brand as WW, rather than Weight Watchers, to new audiences,” WW director of marketing and commercial A/NZ, Nicole McInnes, told CMO.  

“This is key as WW is not only a leader in weight loss, but a health and wellness partner which focuses on helping people adopt healthy habits related to food, fitness, mindset and sleep. And as a technology experience company,we uniquely enable people to access tools, tips and support that can make a huge difference to their lives, all-in-one app.”  

Roy will receive virtual WW coaching and use the highly-rated, award-winning WW app and SmartPoints system and ZeroPoint food program. He’ll then share his journey on his TikTok and Instagram accounts.  

Roy attributed his ability to reach his goal of no fizzy drinks for 100 days largely to tracking his progress via social media. “This kept me accountable and gave me the encouragement of my community,” he said. “Now that I’ve completed that goal, it has empowered me to take the next step with my health, which I’ll be doing with the added support network of WW and the tools in the WW app. 

Rohit RoyCredit: WW
Rohit Roy



“My long-term goal is to lose 20kgs, but I’m planning to do this by setting small, achievable goals along the way, which is what the myWW program is all about. I will start by aiming to lose 5kgs in 50 days and this realistic approach will help me create new long-lasting healthy habits that I will be able to maintain for life.”  

According to recent WW research, 11.2 million Australians have made better health their number one priority to strive for in the leadup to the new year. Losing weight was at the top of the list (21 per cent), followed by increasing their fitness (18 per cent). Barriers preventing them achieving such goals include a lack of motivation (49 per cent), stress and anxiety (50 per cent) and not being able to exercise regularly or in their usual routing (39 per cent).  

“Inspiring people to live healthier lives, especially right now when people’s routines have been so disrupted, is really important to us, and we’ve found real people’s stories are the best way to get others to focus on their health and wellbeing too,” McInnes continued.

“Rohit’s journey will be a key part of that. We are thrilled to be able to support him in reaching his goals with these tools, even while he is in lockdown, and believe his story will both inspire and resonate with others like him who are looking to improve their health in 2021.”

Read more: WW chief brand officer: Creating a global health and fitness brand

Social and the quest for reach

WW has used ambassadors and spokespeople as a key part of its marketing over the years and has hundreds of ambassadors around the world including celebrities and members. From the days of celebrities doing TVCs to custom print magazines, today’s efforts are increasingly focused on growing reach by tapping into the social influence of these ambassadors who have built followings as a result of their WW journeys online.

“Over the past few years, our focus has been on growing the size and diversity of this network to enable us to convey through their collective stories one of our most important messages: WW is a program for everyone,” McInnes said.

“Our decision to welcome TikTok star, Rohit Roy, as an ambassador is strongly aligned with that thinking in that he offers a new and unique perspective on how you can live the program. To add to that, his endearing and inspiring personality, commitment to developing healthy habits and appreciation of community support are also a perfect fit with our values.” From a channels and executive perspective, McInnes said WW has both an earned and paid media strategy and its first foray with TikTok will be on the earned side.

“But we are always assessing all channels and testing them to see whether they will work for us across paid. TikTok has a huge, diverse audience and that has got my attention, especially as a marketer always looking for ways to connect with people where they are,” she said.

As well as Roy’s posts in social media, WW will engage in PR as its explores his journey, which could in turn be showcased through other channels.

“You get the feeling with Rohit that the sky’s the limit, and we are ready to co-create with him as to the best ways to bring his story to life,” McInnes added.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.

 

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