Creating News Where It Doesn't Exist
Challenge
Jenny Craig was challenged with capturing significant share of voice during the “new year, new you” media coverage period that focuses on fitness New Year’s resolutions. This period is traditionally highly competitive with many fitness and health brands vying for limited consumer attention and this year was no different.
Approach
LEWIS worked to create news where it didn’t exist. Our research team produced a commissioned research report on the state of weight loss in America to provide information, stats, and fodder to create compelling headlines. We also steered the brand to an ownable position within the cluttered category, doubling down on their science-focused approach and dismissing the general “wellness” conversation that had been dominating all channels. We also conducted two simultaneous media tours to support the report and key findings.
Results
The media tours resulted in over 40 interviews with shows and media outlets including FOX Business “Mornings With Maria,” Wall Street Journal, Yahoo! Finance, USA Today, Cheddar, Crains, Food Navigator, PRWeek, People, Cooking Light, Shape, Prevention, Family Circle, Health, and Everyday With Rachael Ray, plus more than 20 local broadcast outlets across the country and more.
