Educating the media and consumer
LighterLife is one of the UK’s most successful weight loss brands. Our brief was to challenge outdated perceptions of the brand with both the press and consumers. PHA Media devised an all-encompassing strategy that delivered: traditional journalist relations, social media activity as well as celebrity endorsement.
LighterLife had received some negative attention in the media by incorrectly being labelled an ‘extreme’ diet and many journalists had misconceptions about the brand and product offering.
Our brief from LighterLife was simple:
Improve brand perceptions of LighterLife
Increase positive press coverage across the national and regional press
Execute a PR campaign that has a direct result to the company’s bottom line
Originality and creativity
We went back to basics with LighterLife and used our strong journalist connections to educate them on the effectiveness of the programme, as well as increasing positive client testimonials, which could be used across the media spectrum.
We appointed LighterLife’s first celebrity ambassador, Pauline Quirke, who became the shining example of LighterLife’s safe and balanced approach to weight loss and weight management. We also re-launched LighterLife’s digital and social media assets to make them transparent and engaging platforms to view and be part of.
Strategy and implementation
We engaged real life success stories that could be used across the media and help communicate both the effectiveness and safety of the programme.
We also secured Dr Hilary Jones as a medical adviser to the programme who was able to explain the weight loss programme in simple, engaging terms to consumers throughout the media and via LighterLife’s social media platforms.
Our press office function worked tirelessly to secure regular, high profile case study placement across the media.
Weekly journalist briefings allowed us to honestly answer any queries the media had about the programme. Selected journalist trials allowed the media to experience the programme first hand and put to rest any misconceptions.
Our media liaison for Pauline Quirke’s weight loss secured constant positive coverage on the brand, and provided a trusted, real life face to the programme.
Results and evaluation
At the height of the Pauline Quirke campaign, we achieved more than 30,000 new client leads for LighterLife – a record for the company at any time.
We achieved more than 150 pieces of quality coverage for LighterLife, including titles such as the Daily Mail that had previously been highly negative of the brand. Over a nine month period we achieved more than £3.3m (AVE) in coverage for LighterLife. Our broadcast coverage had a reach of 35million
Online sentiment rose from 10% to 29% and online conversations about LighterLife increased seven fold.
PHA Media has been integral in helping change brand perceptions in the media. The strategy they developed has certainly help grow the business in the last year.