THE BRAND RELATIONSHIP:
FROM ’OLD PALS’ TO ’BEST FRIENDS’
The Key Behaviour – Get low-confidence and quick fix diet-plan women to try a new way with SlimFast.
The Key Barrier – New products and quick fixes rarely work for these women, based on their experience, so they need to see personal relevance.
The Key Comparison – Today’s Instagram-able lifestyles, where celebrating and sharing success with friends and peers online is second nature.
The Creative Idea – SlimFast is a sassy and on-your-side partner for women to have a new start with, and to share their success with others: ’Works for Me’.
Kimberley Walsh showed women how SlimFast could help them meet their goals, and encouraged them to share their stories with each other.
Through a mass sampling programme, TV, outdoor and print advertising, we raised awareness of SlimFast – how tasty it is as well as how it’s working for real women.
The Results – Our high-profile campaign has really delivered for SlimFast, according to all key measures:
• A 22% year-on-year sales uplift during the campaign period
• 78% of women surveyed say they now feel warmer towards the brand
• 65% say they are more likely to buy as a result of the advertising