Thursday, October 9, 2008

A Pound for a Pound & 2 Thumbs Up!


What a great cause related marketing campaign! WeightWatchers launched a month long campaign, "Lose for Good", to support two nonprofits, Action Against Hunger and Share Our Strength.

What was exceptional about this program is that their customers, both online subscribers and those who attend local meetings, had the opportunity to participate. to lose weight and support two causes at the same time. The campaign will "donate the cost of a pound of food for each pound lost during campaign period. Pounds lost by Members will be determined by average weight lost per meeting attendance during campaign period multiplied by total number of attendances during campaign period. Pounds lost by Online Subscribers will be determined by total weight loss recorded in the Weight Tracker during campaign period. Weight losses are subject to our healthy weight loss guidelines. Cost of food will be calculated by each participating charity. Donations will be made 70% to Share our Strength up to $700,000 and 30% to Action Against Hunger up to $300,000." (WeightWatchers)

In addition, participants could spread the word through Facebook and MySpace using the widgets that WeightWatchers provided through their campaign website. Again, oh so smart! They implemented social media to create awareness for their program and the two charity partners they selected. Participants could also send e-cards and share the video to reach out to family and friends.

This was a well branded, well designed, well "everything" CRM campaign. Good for WeightWatchers and good for the participants to may have reached a new weight goal and helped someone else while doing it.

To learn more about the Lose for Good campaign, click here.