January advertiser of the month UK: WW (Weight Watchers)

YouGov
February 08, 2021, 7:14 PM UTC

WW - which began 2021 with a range of new partnerships including deals with ITV’s This Morning, leisure centre providers Everyone Active and Uber Eats -  has made a concerted effort to attract new users who plan to lose weight following the festive period. These efforts appear to have paid off, with WW registering the largest rise in Ad Awareness of any brand in the UK this month.

The brand, like many others during the coronavirus pandemic, is expanding its digital services and has introduced two new online programmes this month to supplement its current ‘Digital’ package. The latest ‘Digital 360’ and ‘Unlimited Workshops and Digital’ plans both provide access to services such as events and coaching.

These new offerings saw the brand generate an 11.5 point rise in its Ad Awareness score (whether someone has seen or heard an advert by the company in the past two weeks).

WW began the month on a score of 5.7 and that rose dramatically as the brand marketed to would-be dieters clamouring to get started on their New Year resolutions. By the end of the month, WW’s Ad Awareness score reached 17.2.

Recent news suggesting that obesity may increase your chances of contracting coronavirus may have led the brand to assume that more people would try to lose weight this January. This, and turn-of-year resolutions, are also likely to explain WW’s familiar advertising push this month which, if nothing else, has successfully increased the brand’s awareness across the UK.