Achieving Success: Slimming World's Communication Effectiveness Strategy
Slimming World successfully increased awareness, positive reputation, and understanding of their weight loss program through targeted communication strategies. By aligning organizational objectives with communication goals and engaging with specific target audiences, they saw significant improvements in website visits, membership joins, and overall positive reputation. Through published research, success stories, and strategic campaigns, Slimming World effectively positioned itself as a leader in weight management, achieving remarkable results across various metrics.
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AMEC International Communication Effectiveness Awards 2017 Slimming World
Appendix 1 Slimming World Integrated Evaluation Framework PLAN, SET TARGETS & OTHERINPUTS ALIGN OBJECTIVES ORGANIZATIONAL OBJECTIVES COMMUNICATIONS OBJECTIVES TARGETAUDIENCE STRATEGY PREPARATION Increase awareness of Slimming World Increase positive reputation of Slimming World Increase understanding of how Slimming World works Increase purchase consideration of Slimming World for people who want to lose weight Increase visits to the website Increase number of people searching for their nearest group on the website Increase in people joining Slimming World Demonstrate effectiveness through: Published research showing that people who set ambitious targets lose more weight Success stories of members who have achieved their dream weight How the eating plan works through recipes and eating plans Encouraging people to seek support for successful weight loss by offering free membership To help as many people as possible to achieve their dream weight To become the world s leading authority in weight management To build success through customer delight Women aged 30-44 Women aged 16-29 Men aged 25-50 Mums with young children Men who aren t currently fitness enthusiasts Women who aren t currently fitness enthusiasts IMPLEMENT MEASURE ACTIVITY ORGANISATION & STAKEHOLDER EFFECTS AUDIENCE RESPONSE &EFFECTS ACTIVITY OUTPUTS OUT-TAKES OUTCOMES IMPACT Research of Slimming World members, published in the Journal of Human Nutrition & Dietetics, showed people who set ambitious targets lose more weight. This study provided the basis for the Dream Weight campaign, which featured an academic and Slimming World expert Dr Amanda Avery as a spokesperson and a case study story of a successful slimmer 74% of people said they had read about Slimming World, with 54% saying they had read positive things 8.1m sessions on the public website almost double that achieved for same period in 2016 Significant increases in positive reputation among all audiences Post campaign launch: 607 articles % of people considering Slimming World for weight loss increased from around a third to a half 66% of UK adults reached (34,339,720 Adults) Dream weight research story achieved a peak of 1,108 website sessions on the 29th December and resulted in 94 group searches (giving an 8.5% conversion rate compared to average 0.25%) % of people with a good or very good knowledge of Slimming World increased from 27% to 35% Reach to men increased from 40% to 67% Record number of website sessions Significant spikes in website conversion rate achieved through campaign stories. Conversion rate = website visitor who conducted nearest group search MEASUREMENT & INSIGHTS % of people saying that Slimming World had a positive reputation increased from 61% to 73%. 58% of coverage featured a campaign key message IMPLEMENTATION Mr Sleek story achieved 2,712 sessions with 30 conversions (1.1% conversion rate compared to average 0.25%) 29% of coverage featured a spokesperson, an increase from 22% The biggest increase came from men, who went from a minority thinking Slimming World had a positive reputation (49%) to a clear majority (62%) Photocall events for Mr Sleek and Miss Slinky are attended by national media who hear how they have lost weight and transformed their life Record number of new members joined through reader offers 35% of coverage featured a call to action, an increase from 19% Miss Slinky story achieved 7,451 sessions with 61 conversions (0.81% conversion rate compared to average 0.25%) Enabled Slimming World to identify the most effective media for achieving objectives and delivering strategic goals to increase reputation and attract new members. % of people associating Slimming World with helping to achieve their dream weight increased from 56% to 68% with the biggest increases coming from men. Healthy recipe booklets and eating plans showing the freedom and flexibility of Slimming World s programme are promoted to consumers through media partners including Daily Mirror, Daily Record and Reveal, while Woman, Bella and more featured eating plans and recipe extracts. Free membership offers are provided alongside all of these. 17.86% increase year-on-year in the number of new members joining through reader offers in newspapers or consumer magazines % of people who said they would be likely to use Slimming World to lose weight increased from 36% to 45%
Contents Executive summary Key reputation survey findings Positive/negative news seen Appendix 2 Pre-campaign Post-campaign Question 2. To what extent have the things you have heard, seen or read about Slimming World been positive or negative? 37% % of respondents 40% 31% 25% 25% 23% 17% 16% 16% 20% 4% 3% 1% 0% 0% There have only really been positive things There have been more positive things than negative There has been a roughly equal mixture of positive and negative There have been more negative things than positive There have only really been negative things Not applicable I haven t heard, seen or read anything about Slimming World recently Media evaluation report Pre-campaign by income level Post- campaign by income level 60% 60% % of respondents 33% 33% 40% 40% 31% 29% 29% 26% Less than 10k pa 25% 22% 21% 21% 20% 19% 17% 16% 16% 10k to 20k pa 14% 20% 20% 20k to 40k pa Over 40k pa 0% 0% There have only really been positive things There have been more positive things than negative There have only really been positive things There have been more positive things than negative Gorkana analysis results Volume and favourability Gorkana analysis insight Glossary & methodology There was a significant increase in respondents who stated they believed there have only really been positive things regarding Slimming World, or that there have been more positive things than negative , in the post campaign period increasing from 41% to 54%. 700 607 Volume of coverage 350 166 When looking by income this change was particularly prominent among respondents earning less than 10k, with this proportion of respondents selecting this option growing by 21 percentage points. The likelihood of the public to have the organisation as a first choice to lose weight also grew, particularly among people earning between 10k and 20k per annum. The proportion of members of this group stating they would be highly likely to do so more than doubled, to over a fifth (22%) post-campaign. 0 Pre-campaign Post-campaign Neutral Strongly Unfavourable Slightly Favourable Slightly Unfavourable Strongly Favourable Audience reach Barcelona Principles The growth in positive perception and likelihood to use Slimming World s products was reflected in the tonality of the coverage generated in both reporting periods, as the volume of positive coverage grew, by 352 articles, with the volume of strongly favourable content increasing by 287 pieces. Pre-campaign Post-campaign 71% 60% 80% 66% 63% 44% 58% Reach to key audiences 43% 40% 37% 60% 40% The impact of the increasing communications output was also noticeable in the proportion of the audience reached by items featuring Slimming World. People earning over 50k saw the highest increase, with the reach increasing by 27 percentage points for this group. This result was driven by coverage featured in the Daily Mail and The Sun, read by 23% and 26% of the first audience, which featured the campaign in case studies. 40% 20% 20% 0% 0% Less than 10,000 10,000 to 20,000 20,000 to 30,000 Over 50,000
Contents Executive summary Appendix 3 Key reputation survey findings Familiarity/Awareness Question 1. How familiar are you with Slimming World? 51% 50% 60% Pre-campaign Post-campaign % of respondents 40% 21% 18% 14% 12% 10% 9% 20% 7% 7% 0% I consider myself very knowledgeable about this brand/organisation I know of them and have a good knowledge of their products/services I know of them and know some of what they do I know of them but don t know what they do I don t know of them Media evaluation report Percentage of all UK adults reached Gorkana Reach: The reach to all UK adults increased significantly in the post campaign period, with a 15% increase overall. This was boosted coverage appearing in widely read titles. 66% 35% 75% 40% % of respondents Reach to UK Adults 27% 30% 41% 50% 20% by campaign 10% 25% 0% Very knowledgeable or good knowledge about SW 0% Pre-campaign Post-campaign Pre-campaign Post-campaign All UK adults Glossary & methodology Gorkana analysis insight: Coverage related to the Dream Weight campaign peaked on 29th December, the date of the campaign launch. National print titles were the top media type to feature the campaign, with high readership publications including The Sun and The Daily Mail discussing the Slimming World obesity study in strongly favourable tones. The company s website received 1,108 entry sessions, with an 8.48% conversion rate generated by this campaign. Gorkana analysis insight: OTS peaked on 10 January, owing to strongly coverage related Sleek 2017 awards, originally featured on Mail Online and in the Daily Mirror, both widely read titles. favourable to the Mr Gorkana analysis results Volume and OTS over time Key takeaway: Those with a good/high level of familiarity of Slimming World s products increased five percentage points over the period from 27% to 35%. Barcelona Principles 80000000 50 40 and services 60000000 30 Volume OTS 40000000 20 20000000 This followed the launch of the Dream Weight campaign on 29 December, which kick-started the surge in PR activity, as seen below. 10 0 05-Nov-16 11-Nov-16 17-Nov-16 23-Nov-16 29-Nov-16 05-Dec-16 11-Dec-16 17-Dec-16 23-Dec-16 29-Dec-16 04-Jan-17 10-Jan-17 16-Jan-17 22-Jan-17 0 OTS Volume Dream Weight Campaign
Contents Executive summary Key reputation survey findings Reputation of Slimming World Appendix 4 Question 3. Where do you place the reputation of Slimming World? 38% 37% 40% 35% Pre-campaign Post-campaign 33% % of respondents 24% 23% 20% Media evaluation report 4% 3% 3% 1% 0% I think they have a very positive reputation I think they have a slightly positive reputation I think this brand has neither a positive nor negative reputation I think the reputation of the brand is slightly negative I think they have a very negative reputation Key takeaway: The highly positive perception of Slimming World increased by 14 percentage points, as indifference towards the brand decreased by 10, following the proactive communications activities over the Christmas period. When combined, the % of people saying that Slimming World has a (very or slightly) positive reputation increased from 61% to 73%. "I think Slimming World have a very/slightly positive reputation" Pre-campaign Post-campaign 100% Glossary & methodology 83% 72% % of respondents 62% 49% 50% The biggest increase came from men who went from a minority thinking SW had a positive reputation (49%) to a clear majority (62%). This correlates with an additional 27 percentage point increase in reach to men in comparison to women in the post campaign period. 0% Male Female Audience reach Pre-campaign Post-campaign Gorkana analysis insight Barcelona Principles 67% Coverage for the Mr Sleek 2017 awards reached a peak on January 10th, seeing 5 articles. These were driven by Liam Smith s weight-loss journey, discussed in high- readership titles such as Mail Online and BT Online. The articles commented that Mr Smith had been named Mr Sleek 2017, noting he had dropped from 19st to 13st , and had become a Slimming World consultant following his success. This content reached 17% of the UK adult population, and generated 2,712 sessions on the Slimming World website, with a conversion rate of 1.1%. 65% 70% Reach to key audiences 49% 40% 35% The reach to males also increased, by over a quarter (27 percentage points) in the second reporting period, led by reports of the campaign appearing in the Daily Mail and The Daily Telegraph (23% and 14% of this audience reads these titles daily). 0% Male Female
