January advertiser of the month US: WW (Weight Watchers)

YouGov
February 08, 2021, 9:03 PM UTC

31% of Americans kicked off 2021 by setting a New Year’s resolution, with almost half (48%) of these people stating that their goal was to lose weight. It makes sense then, that a weight loss company should register the largest rise in Ad Awareness of any brand in the US this month.

WW - which has been offering dieting advice since the 1960s – has been pushing discounted deals on their one-, three- and six-month weight loss programs this month in an effort to attract new users hoping to lose weight following what may have been an indulgent festive period.

In response to the restrictions in face-to-face contact caused by the pandemic, WW has also introduced two new online programmes to supplement its current ‘Digital’ package. The latest ‘Digital 360’ and ‘Unlimited Workshops and Digital’ plans both provide access to services such as events and coaching.

These new offerings saw the brand generate a 10.5 point rise in its Ad Awareness score (whether someone has seen or heard an advert by the company in the past two weeks).

WW began the month on a score of 17, which rose dramatically as would-be weight watchers clamouring to get started on their New Year’s resolutions engaged with WW’s ad push. By the end of the month, WW’s Ad Awareness score reached 27.5.

Recent news suggesting that obesity may increase your chances of contracting coronavirus may have led the brand to hope that more people would try to lose weight this January. This, and turn-of-year resolutions, are also likely to explain WW’s familiar advertising push this month which, if nothing else, has successfully increased the brand’s awareness across the UK.