Tag Archives: the drum

Weight Watchers’ café is fuelled by social media

17 May

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It’s not a case of bloggers’ block that’s kept me away for so long; it’s a lack of intriguing campaigns. But, just as I was about to give up hope… Weight Watchers opened the door to a very interesting concept.

The weight-loss company has launched its first ‘Feel Good’ café in London, and social media is the key to getting in.

In exchange for spreading the ‘feel good’ message, customers can pick their favourite healthy dishes – for free.

It’s a bold and brave approach to hospitality, but it’s not the first time we’ve been bribed with freebies for a Facebook update. Remember Special K‘s Tweet Shop?

Weight Watchers’ café, based in Hoxton Square, may only be open for a week, but it is something the the brand will consider rolling out nationwide if it’s successful. After all, tasting is believing and if people choose its meals when eating out, then they’ll definitely purchase as part of their weekly shop. It’s a win-win.

So, don’t be fooled. Even if you leave feeling good, the Weight Watchers’ empire will feel better.

Don’t get me wrong. This is a breakthrough initiative for the weight-loss industry, as Alex from Social Media Frontiers says. And, for a brand which already commands considerable shelf space in supermarkets, this really was the only direction to go in. Sure, it could’ve partnered with an up-and-coming coffee chain but where’s the fun in that?

Big brands don’t tag-along if they’ve got the pulling power to lead from the front.

My only critique is that the café launch should’ve coincided with Social Media Day (June 30), but Weight Watchers has a good excuse – new research which highlights the dieting challenges the UK faces, and the café is part of the answer.

The only other question is, how will Slimming World respond?

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Macmillan strikes it lucky with tube tweet

30 Apr

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Relax. The tube strikes are over…for now. But, in the few days they caused chaos in the capital, they had a great publicist: front page of the Evening Standard, infographics and a hashtag! It’s a hat-trick that PRs like me can only dream of.

But, while you were complaining/celebrating/not caring (delete as appropriate) about how industrial action brought London to a standstill, some charities were planning a clever social media campaign.

Macmillan Cancer Support piggybacked off Twitter’s ‘tubestrikes’ hashtag to promote its services, accompanied with a simple graphic using the iconic London Underground key. Meanwhile, Save the Children put the disruptions into perspective by comparing the ‘madness’ in London to Syria.

Macmillan’s tweet may only have been retweeted 140 times, but it had wit, talkability and relevance on its side adding to its pulling power (despite it repeatedly tweeting the image to different media outlets in quick succession – a no no for me as mentioned in this blog.)

In the same fashion, Save the Children’s infographic scores highly on the shareability scale because it summarises an issue in an instant. So, it’s no surprise it’s caught the attention of BBC, The Independent and the Daily Mirror to name a few.

But, these tweets aren’t successful because they’ve been seen thousands of times in the last day. They’re successful because they’ve raised awareness of the charity at zero cost – a ‘quick win’ result that a PR, marketing or social media agency just can’t contend with.

With tube strikes set to land in London again next week, expect other organisations to jump on the bandwagon (remember all those #nomakeupselfie variations?) But one thing’s for sure – it won’t be as innovative the second time round.

What do you think of these mini campaigns?

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Volvic goes back to its roots with Tough Mudder deal

23 Apr

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I have a confession to make. Seven months ago I completed the incredible Tough Mudder challenge, and sometimes I wear my victory t-shirt to the gym to subtly show other people on the treadmill how brilliant I am. By the way, it feels good.

If you don’t know what Tough Mudder is, I’ll pop it into a nutshell for you: it’s 12-miles of electrifying pain across muddy terrain that requires top teamwork to overcome physical and mental challenges for a great cause – Help for Heroes.

Last year, I entered a team of chefs on behalf of my client, Meadowland, and ended up escorting them (slowly, slowly catch a monkey) down the track. I hadn’t trained, I was tired and almost gave up after nine miles. But my team, and every other competitor, kept me motivated. And that’s the beauty of Tough Mudder. It’s a challenging movement with camaraderie at the heart of every step – which is a marketing dream for the right brand.

So, I’m impressed that Volvic has recognised the event’s reach by signing a three-year sponsorship deal.

More than having the foresight to partner with this international event, it’s also creating a digital campaign to bring it to life. From Facebook ‘fan’ galleries to YouTube content, it seeks to unite runners online as well as on the circuit.

Executed in the right way, Volvic has a great opportunity to generate a good return on its £550,000 deal, by:

* Raising brand awareness through Tough Mudder’s existing comms
* Generating effective content that can be leveraged across traditional and social media
* Getting its products into the hands of thousands of runners across a series of regional events year-on-year.

Let’s just hope, for everyone’s sake, there’s still a pint of Strongbow waiting for them at the end. It’d be a shame for this brand to step away just as it’s built up momentum. Water just won’t cut it when you’ve been electrocuted, frozen and thrown yourself off walls.

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