Results
OTS over three years
(UK & Ireland)
national & consumer
lifestyle coverage
improvement in
Tier 1 coverage YoY
Brief
Flying in the face of ‘fad diets’, leading digital health app Noom wanted to be seen as credible experts in long-term psychology-backed behaviour change.
Insight
Research indicated that when people thought about weight-loss, they usually adopted an ‘all or nothing’ approach, which was not sustainable in the long-run.
Solution
Working closely with Noom’s behavioural psychologists, we devised campaigns that helped motivate people to make important small changes to their lifestyles.
Our always-on brand storytelling spanned health, fitness, sleep, nutrition, and lifestyle topics and utilised Noom Coach commentary to bring Noom’s expertise to the fore.
To create mass UK awareness, we issued research stories and placed inspirational ‘Success Stories’ all year round. Our peak festive season campaign encouraged the nation to mindfully ‘savour the season’, during a time of indulgence, and coached them to set achievable resolutions.
Independent statistical analysis from Metricomm demonstrated a strong correlation between our campaign and a rise in organic brand search for Noom, and our campaign was shortlisted in the EMEA Sabre Awards.
