To increase LighterLife’s social media and online presence
To increase LighterLife’s social media and online presence, with the wider objective of driving sales and acquisitions for the brand.
Originality and Creativity
Through a combination of our motivational social media updates, key influencer engagement, video podcasts, and inspiring blog posts, we successfully created an engaging social space for the LighterLife community to freely discuss their journeys without fear of ridicule.
On Facebook, we coined the term ‘LighterLifers’ to describe the users, which provided the brand with an online personality and set them aside from the ‘lonely diet’ stereotype.
Similarly, we integrated LighterLife celebrity ambassadors into the social strategy and developed a series of posts around their individual journeys and weight loss success.
Strategy and Implementation
A competition app was created for the Facebook page, which hosted monthly competitions to engage the community and enable data capture.
Similarly, to encourage new sign ups we built a ‘case study’ app, which contained before and after shots of those on the LighterLife programme plus a 150 word bio and about their individual weight loss journey.
We ran monthly Twitter Q&A’s with TV Doctor, Dr Hilary Jones. During the hour long sessions, we was able to address and dispel any criticisms of a low calorie diet such as LighterLife and gain credibility through Dr Jones’ status and online presence.
The Q&A’s also provided great long-tail, evergreen content for the LighterLife website and blog.
Results and Evaluation (6 month campaign)
- Growth of 14k Facebook fans and 3k Twitter followers
- Over 40k blog views
- Over 8,000 acquisitions
- No paid for activity