THE SITUATION

WeightWatchers was launching a major rebrand, moving back to their heritage as a leader in weight loss backed by science. They needed to update their visual identity and positioning to align with the wants and needs of the marketplace. For WeightWatchers Health Solutions, the rebrand also needed to demonstrate the impact of weight loss for organizations looking to promote healthy lifestyles and holistic well-being among their population.

OUR APPROACH

MELD created a completely refreshed presence for WeightWatchers Health Solutions across digital, print, and sales communications. Working with the well-established brand, we needed to be thoughtful with how we would architect a new, modular web design that enabled us to balance discoverability (SEO), brand requirements, and usability (UX) for all involved. We began the online engagement with a data and experience audit to benchmark how to best engage online prospects. This helped us to determine and shape the strategy for the overall rebranding across all assets.

RESULTS

MELD’s rebrand of WeightWatchers Health Solutions remained true to the brand while driving higher engagement and improved lead qualification. Within the first month, site visits increased over 50%, email open rates increased by more than 5% and click through rates increased by more than 2% over the previous year.