Campaign: Chicken salad TikTok
Company: WW
Duration: November 23 – ongoing
WW International, the company formerly known as WeightWatchers, is in the “process of reinventing how we come to life and culture,” said Melanie Cohn Rabino, WW’s head of North America brand marketing and strategy.
As such, the brand decided to partner with Nish Godfrey (@onlynishaa_), a food influencer with more than 209,000 followers on TikTok.
Strategy
In a video she posted to TikTok in August, Godfrey shared a salad she made at 81stSt. Deli in Cleveland featuring chicken, pickles, banana peppers, bell peppers, tomatoes and onions.
“Ya’ll better come up here and get one of these,” Godfrey said.
The weight loss company shared the video, which received more than 300,000 likes, and flew Godfrey to the company test kitchen in New York to make the salad.
“We are looking to change the brand and show that we’re a brand that’s for people who really do enjoy food, and we want to celebrate that, while also saying that you can enjoy the food you love and lose weight on the program,” said Cohn Rabino. “So, TikTok has become a vehicle for us to do that through moments like this.”
Tactics
The company asked Godfrey to chronicle her journey to New York on social media.
“We had this lead up of: tease, launch and sustain,” said Cohn Rabino. The brand made “sure that it felt really true and authentic to what she enjoys and how she acts on the platform.”
The company also added Godfrey’s chicken salad to its app and provided a code to consumers for $10 off.
“OMG it’s real,” Godfrey posted in a video on TikTok. “Somebody come pinch me please: I created a chicken salad recipe with WeightWatchers, and it’s posted on our WeightWatchers app. Don’t worry for my people that’s on a budget like me, all you have to do is click the link and you will receive $10 off when you get a new WeightWatchers membership. Ya’ll better come get one of these.”
Results
A TikTok video posted by WW on November 23, in which Godfrey eats her WeightWatchers’ chicken salad, was the brand’s most viewed post on the platform, generating more than 2.6 million views; 380,000 likes; and 9,600 comments.
On Instagram, the content was one of the brand’s top 10 reels of the year with more than 4,600 likes.
The campaign received coverage from Madamenoire; Fox Soul; WBLS-FM; Black Enterprise; Blavity; and Yahoo! News via Afrotech.
This story originally appeared on PRWeek.
