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Content Reimagined - Weight Watchers

The Content Council
The Content Council

Intersection of Technology and Creativity: Weight Watchers is known for being a leader in its industry and has content at its core. They are committed to technology, supporting members where they are and when they need to engage. At the roots of the Weight Watchers member experience is information: storytelling, education, and content sharing. Empowering and actionable guidance, beautifully and strategically presented - design is critically important to the overall impact. This Q&A between Andy Seibert, Chairman of The Content Council, and Theresa DiMasi, Weight Watchers' editor-in-chief, will focus on the creative evolution of content at Weight Watchers, its increasingly important role, and its intersection with technology.

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Weight Watchers A 1:1 with Theresa DiMasi, VP and Editor-in-Chief July 24, 2014 The Content Council: Future of Content
Mission
Weight Watchers is for the woman who is ready to make a change in her life. Through actionable, honest advice, we help her find the joy and balance of nourishing herself so she can live her healthiest life -- and love doing so. We show her how to live fully, then cheer her on.
Weight Watchers sits at the intersection of health and celebrating the pleasure and deliciousness of food. Lets support each other in celebrating life at that intersection.
A shift in how were perceived From To Not having a clear POV Being out there, open, transparent More than fixing a problem Making your life better Functional, utilitarian Experiential, bringing pleasure A product that I dont want To a brand Im passionate about Works but its all up to me Im not alone, shared ownership One size fits all Tailored to you PPVs, tracking More than that changing relationship to food
Marketplace
Content Reimagined - Weight Watchers
Content Reimagined - Weight Watchers
Role of Content
Content framework: Content drives acquisition, retention and sales (as a product) API fitness API food (epi, foodily) Content syndication (wellness experts) DIGITAL Marketing site Subscriber site Social SIPs/ bookzines Doctor offices/Pharmac ies Licensee sites PHYSICAL Magazine Products (DVDs) In-store (collateral, kiosks) Signups/ enrollments ADD-ONs Digital Apps (in-app purchases, recipe packets) SIPs/bookzines* Micropublishing eBooks PHYSICAL Magazine Books Products (DVDs) *Oxmoor contract prohibits us from doing in print currently upsell acquisition WW-generatedExternal-generated retention
Editorial direction We need more voice, more point of view We help people lose weight, so lets feel like were in this with them. Were creating a universe. We are in the know and we make our readers feel in the know too. Show the messiness of our lives.
Content Mix Advice Recipes Beauty/Fashion Report on the latest breaking news Hard-hitting topics Tap into universal truths Inject humor
Channels
Magazine evolution
Photo direction
Content Reimagined - Weight Watchers
Content Reimagined - Weight Watchers
Preliminary studies suggest that consuming soy may help reduce your risk of colon cancer; among women in the U.S., colon cancer is one of the three most common cancers. Pre-packaged, micro-assets make it easy for readers to share parts of a story as well as entire articles. User-created content to spark conversation
Video & WW TV
Process
Technology
Results
Game Time
Content Reimagined - Weight Watchers
Content Reimagined - Weight Watchers
Content Reimagined - Weight Watchers
Content Reimagined - Weight Watchers
Content Reimagined - Weight Watchers
Content Reimagined - Weight Watchers
Content Reimagined - Weight Watchers
Q&A

More Related Content

Content Reimagined - Weight Watchers

  • 1. Weight Watchers A 1:1 with Theresa DiMasi, VP and Editor-in-Chief July 24, 2014 The Content Council: Future of Content
  • 3. Weight Watchers is for the woman who is ready to make a change in her life. Through actionable, honest advice, we help her find the joy and balance of nourishing herself so she can live her healthiest life -- and love doing so. We show her how to live fully, then cheer her on.
  • 4. Weight Watchers sits at the intersection of health and celebrating the pleasure and deliciousness of food. Lets support each other in celebrating life at that intersection.
  • 5. A shift in how were perceived From To Not having a clear POV Being out there, open, transparent More than fixing a problem Making your life better Functional, utilitarian Experiential, bringing pleasure A product that I dont want To a brand Im passionate about Works but its all up to me Im not alone, shared ownership One size fits all Tailored to you PPVs, tracking More than that changing relationship to food
  • 10. Content framework: Content drives acquisition, retention and sales (as a product) API fitness API food (epi, foodily) Content syndication (wellness experts) DIGITAL Marketing site Subscriber site Social SIPs/ bookzines Doctor offices/Pharmac ies Licensee sites PHYSICAL Magazine Products (DVDs) In-store (collateral, kiosks) Signups/ enrollments ADD-ONs Digital Apps (in-app purchases, recipe packets) SIPs/bookzines* Micropublishing eBooks PHYSICAL Magazine Books Products (DVDs) *Oxmoor contract prohibits us from doing in print currently upsell acquisition WW-generatedExternal-generated retention
  • 11. Editorial direction We need more voice, more point of view We help people lose weight, so lets feel like were in this with them. Were creating a universe. We are in the know and we make our readers feel in the know too. Show the messiness of our lives.
  • 12. Content Mix Advice Recipes Beauty/Fashion Report on the latest breaking news Hard-hitting topics Tap into universal truths Inject humor
  • 18. Preliminary studies suggest that consuming soy may help reduce your risk of colon cancer; among women in the U.S., colon cancer is one of the three most common cancers. Pre-packaged, micro-assets make it easy for readers to share parts of a story as well as entire articles. User-created content to spark conversation
  • 31. Q&A