Jenny Craig is a global weight loss and weight management company competing against category leaders with 3-5x greater media budgets. They are also battling new tech and app based diet, weight loss, and meal prep solutions, which offer convenient and cheaper alternatives to Jenny Craig's immersive program.
By evolving our digital approach to their strategy, activation, and analytics, we continue to drive up customer lifetime value and ROI through new sign-ups, subsequent food purchases, and membership fees.
Bringing to life the human touch of the Jenny Craig program and its many features and benefits over cheaper and more convenient (but less effective) programs are core tenets of the marketing strategy. A key to success has been to precisely identify qualified consumers and send them personalized messages across all screens during their consideration journey. To that end, we’ve enhanced our base media plan of proven TV, Print and Digital tactics using new technologies and strategies:
Dynamic creative: Consumers saw personalized messages based on:
- Geography, featuring centers closest to their location
- Previous interaction with the brand, i.e., they previously visited the website, signed up for emails or been a member in the past
- Context, websites, and content they were viewing
Cross Device: Working with a cross-screen video company, Generator developed a solution to link TV and digital impressions to conversions, which provided many critical insights including:
- For effective impact, consumers must see 12+ impressions over a minimum of two weeks during their consideration cycle
Native Content: Custom sponsored content focused on key differentiators of the Jenny Craig program, as well as success stories.
We collaborated with the client’s marketing and IT teams to arrange daily data pulls from their call center, membership database, and in-center food sales systems. We connected these inputs with those from our media platforms and created dashboard in SYNAPSE, our business intelligence platform. This gave us actionable insights, informing constant and ongoing campaign optimizations and accountability.
- With a +10% increase in media investment, Generator lowered Jenny Craig’s 2017 overall cost per member acquisition by -23%
- Over the course of our relationship, we’ve helped Jenny Craig achieve four consecutive years of growth and a +20% increase in customer LTV