The biggest challenge we had with WW was the transition from Weight Watchers to WW. All community members needed to be informed, channels needed to be switched and community management was kind of a big deal.
The audience of WW is 70% female but men are never to be underestimated. They all wanted the same thing: to lose weight and to get in shape thanks to a healthy lifestyle… but also to keep track of their favorite program of course.
We wanted to inspire people who could be interested with healthy recipes and great lifestyle visuals. We created a very specific transition strategy to get the right content to the right people at the right time, and with success.
The transition from Weight Watchers to WW went very smoothly: all questions have been answered and all little crises have been resolved. In the meantime, we maintained the fanbase and even succeeded in expanding it!