Weight Watchers – Great Content Knows No Boundaries

When the world’s most famous weight-loss brand wanted to re-vamp its international magazine offering, they came to River, who had worked with them in the UK since 2006.

The magazine is seen as an integral part of their marketing communication strategy, increasing brand exposure and acting as an acquisition tool to recruit new members to their meetings.

The Challenge

The challenge was three-fold:

1. Re-launch Weight Watchers magazines published in France, Germany, Belgium Netherlands and Switzerland.2. Launch a brand new magazine for Weight Watchers Sweden.3. Increase Weight Watchers magazine sales at retail and within Weight Watchers meetings.

The biggest challenge was to develop a content strategy that was market-specific but that remained consistent with Weight Watchers’ brand values. In addition we needed to develop cost-efficient processes to produce and deliver content across multiple territories.

We extensively researched and developed localised content for the different territories. We used locally relevant success stories and local personalities on covers. We recruited German, Dutch and Swedish teams to be based in London to work closely together to ensure consistency across all titles.To deliver cost efficiencies, the food, health and well-being stories were reused from UK content and adapted to reflect the local differences with the German, French and Swedish editions.