OPRAH JOINS WEIGHT WATCHERS
Role: Copywriter
Challenge: Maintaining two major brand voices at the same time: Oprah Winfrey and WW
In 2015, Oprah joined the board at Weight Watchers, making history and igniting a spark among members and fans.
In 2017, we launched “Connecting with Oprah",” a year-long, subscribers-only video series that brought Oprah’s favorite recipes, lessons and member spotlights to life. Week after week, members got to engage with one of the biggest personalities in the world and relate to her, WW member-to-member.
Yearly, we refreshed Oprah’s landing page for nonsubscribers, which also featured her favorite foods, as well as thoughts on the latest WW program.
DJ KHALED BECOMES A WW CELEBRITY AMBASSADOR
Role: Copywriter
Challenge: Ushering a new era of WW members: DJ Khaled fans
Major key! In 2018, DJ Khaled proved once again that all he does is win—this time, as a brand ambassador to Weight Watchers.
I launched his page and refreshed it quarterly, spotlighting his progress, his favorite parts of the program and of course, his love for his son, Asahd.
KEVIN SMITH BECOMES A WW CELEBRITY AMBASSADOR
Role: Copywriter
Challenge: Tying together Kevin Smith and healthier living in a WW-shaped package
After director Kevin Smith experienced a massive heart attack in early 2018, he turned to WW to stay consistent with healthy habits.
To bring his brand page to life, we embraced Kevin’s relatable and lovable personality and used catchphrases like “Geek out for good health.”
It was a fun and honestly, an emotional process to work on this campaign that surely inspired a lot of fans.