Style Your Slim
The Slim-Fast marketing riddle. January is the weight-loss industry’s loudest month. Even with strong brand recognition, Slim-Fast’s annual challenge is tougher in an economy where consumers demand more value.
Results
Style Your Slim has driven a 65% increase in traffic to the website and 15% increase in email sign ups.
Mind-mapping the customer. Time-strapped women now see themselves as cash-strapped too. But they still want to look good and need a flexible, healthy, easy plan to help them shed unwanted pounds.
Integration combines hot with haute. Ariad develops Style Your Slim offering a healthy weight-loss program (to feel hot) and high-quality cosmetics (to look haute). The Style Your Slim Special Pack – powdered shakes, snack bars, Carlo di Roma cosmetics, and branded mini-magazine – becomes available at retailers across Canada. Ariad takes the message in-store leading activation in key Wal-Mart locations.
Partnering for online buzz. By partnering with Rogers – Chatelaine, Today’s Parent, Canadian Parent, Sweetspot – and SavvyMom, the Style Your Slim buzz reaches the target audience directly through online content and advertising.
