CASE STUDIES

WEIGHT WATCHERS : WEIGHT WATCHERS NATIONAL GUERRILLA SAMPLING CAMPAIGN

CHALLENGE

VH1 approached UCG Marketing challenged to create awareness for the VH1 Save the Music Foundation. The foundation is a non-profit organization dedicated to restoring instrumental music education in American public schools and raising awareness about the importance of music. VH1 wanted to generate excitement and drive viewers to watch the premiere of the “Save the Music” Concert.

SOLUTION

• Create a summer-long sampling campaign providing members of the target audience with an easy non-intrusive way to trial and enjoy a wide variety of Weight Watchers products including yogurt, ice cream, pita bread, chocolate candies, snack cakes and muffins in a controlled refrigerated manner
• Organize a multi-city tour presenting fully branded temperature controlled sampling stations at family friendly festivals, fairs and charity events in order to reach a high number of desired consumers
• Hire brand ambassadors capable of relating to our audience and earning the audience’s confidence by focusing conversations on the features and benefits of Weight Watchers products
• Capture instant feedback through onsite surveys and correlate onsite results with long-term brand impressions and purchase decisions through a comparison with post-event online surveys

RESULTS

• Distributed over 375,000 Weight Watchers product samples at over 30 locations
• Distributed over 210,000 Weight Watchers coupon booklets
• Collected over 1,400 onsite surveys
• Received 13%+ response rate in post event survey