Weight Watchers has launched a new digital service that gives customers more personalized help.
With the new “24/7 Expert Chat,” Canadians have access to a live bilingual coach through online and mobile chat, around the clock. The coaches are Canadians who have lost weight on Weight Watchers, and can offer instant advice on how to get started, get back on track and stay motivated.
Weight Watchers, which is known for its group meetings and points-based food ratings, is aiming to get more in step with the digital age. “The success of Weight Watchers is not just about tracking points — that’s a key part of it — but it’s also about the support,” said Stacey Mowbray, president of Weight Watchers Canada. “It was key for us to bring that support that we’ve always been known for in the meeting room, online.”
The new 24/7 Expert Chat follows the recent integration with activity monitors including Fitbit and Jawbone apps. Users can now sync their device to their Weight Watchers account. “It’s a really fabulous way to bring together the whole aspect of losing weight through activity, behaviour, support and food monitoring,” said Mowbray.
The launch of the digital services follow a post-Christmas campaign that showed Weight Watchers wants to “help with the hard part” of losing weight.
“This is the answer to that,” said Mowbray. “We outlined the fact that it is a journey, that it isn’t easy… and now we’re saying this is how we solve this for you.”
A new TV spot by Wieden+Kennedy promotes the 24/7 Expert Chat. French creative is being developed by FCB. Weber Shandwick is handling public relations.
