WEIGHTWATCHERS SOCIAL MEDIA ACCOUNTS:
To get a sense of WeightWatchers's brand tone of voice, make sure to check out their official social media accounts:
Here are some recent posts that really highlight the witty, relatable approach that WeightWatchers is striving to achieve:
KEY FACTS YOU MIGHT INCORPORATE:
- For nearly 60 years, WW has helped millions lose weight with the latest nutritional and behavior change science.
- WW is proven to make losing weight easier.
- WW has over 1 million+ 5 star app reviews. WW's award-winning app makes it easier to lose the weight you want while eating the foods you love. And it's included in all memberships! You get:
- Your own individualized weight-loss plan proven to help you eat well, move more, and get the results you crave.
- 24/7 Coach chat, weekly progress reports, food barcode scanner, 11,500+ recipes, a restaurant database, and on-demand workouts.
- Most proven weight loss program ever
- *Over 100 published studies, including 25+ gold standard randomized trials, demonstrate the effectiveness of WW for both weight loss and wellness outcomes.
- #1 Doctor Recommended Weight Loss Program
- †Based on a 2020 IQVIA survey of 14,000 doctors who recommend weight-loss programs to patients
- WW Members Lose 2x More Weight Than Doing It on Their Ownᶿ
- ᶿDF Tate et al., 12-month randomized multi-country trial comparing weight loss between the WW program to a do-it-yourself approach where resource guides were provided. Under review. Funded by WW International, Inc.
We’re born loving food – it’s what makes us human! But somewhere along the way, we were told that we can either love food or love ourselves. Loving food shouldn't be a weakness or something we need to curb, fight, and conquer. It’s something to be cherished, loved, and celebrated. While the weight loss industry tries to guilt and shame us into giving up on food, WeightWatchers understands that your love for food doesn’t make you weak or irresponsible. It makes you, you!
WeightWatchers was made by people who love food, for people who love food - because loving food and wanting to lose weight should never be mutually exclusive. To that end, WeightWatchers is looking for a talented copywriter to write text captions for social media posts that will be used throughout the winter season. These captions should ultimately speak to the message that WeightWatchers is all about the enjoyment of eating - and losing weight. These captions will ultimately live on Facebook, Pinterest, and TikTok, so they should be no more than 250 characters (inclusive of any hashtags).
For your pitch, you should submit existing writing samples that demonstrate your ability to write for an audience of women ages 30-50 on social media. You should also submit a sample caption (250 characters or fewer) that is broad enough to work alongside ANY of the three assets in the folder HERE. If greenlit, you will be responsible for creating a batch of 5 captions, with the possibility of creating more batches in the future if the first batch goes well. WeightWatchers is looking to greenlight at least two creators, but could greenlight more.
Check out more info below about the process, some helpful references in the Background, and then for any questions or other project updates, check out the Project Forum.
THE PROCESS
- Upon selection, the greenlit creator(s) will have an introductory kickoff call with the WeightWatchers team and be given time to familiarize themselves with the WeightWatchers brand tone of voice.
- WeightWatchers will provide the greenlit creator(s) with 5 images and/or social media posts that need text captions written for them.
- The greenlit creator(s) will submit first drafts of the text captions and go through a revision process based on feedback from the WeightWatchers team.
- After the final drafts of the text captions are delivered, there will be the possibility to create more batches of captions for the same rate.
EXPOSURE:
- Facebook
- Instagram
- TikTok
- Pinterest
TARGET AUDIENCE: WW's main target audience is "life cravers" who are:
- Women between 30-50 with a household income of $50K+
- Unhappy with their weight, seeking to lose 25+ lbs
- Because of their busy lifestyle, don't take care of themselves as well as they should
- Food is their go-to facilitator for feel-good experiences
- Believe food isn’t functional. It’s an inspiring, immersive lifestyle!
- Hunger for human connection, shared stimulating experiences, and discovering novelty.
- Have the life motto: “if you’re going to do it, you might as well enjoy it!”
TONE:
- Motivational, inspirational, hopeful, joyous, and celebratory. Make sure to check out WW's Instagram to get a sense of their brand tone of voice.
EXECUTIONAL MANDATORIES:
- Social post captions must not exceed 250 characters (inclusive of hashtags).
- Social post captions should be written in the English language.
By participating in this project, creators acknowledge that the Sponsor is under no obligation to greenlight a submission. Though most projects on our platform do move forward, we will notify you in the event the Sponsor decides not to select any submissions via the project forum. Regardless of the result, all submissions will be reviewed and evaluated by the Sponsor and the project team.
In order to be considered for this project, you must include the below materials in your pitch submission. For examples of effective pitches, check out this gallery.
- TEXT (REQUIRED): 500 or fewer characters synopsizing how you plan to approach and execute this project.
- CAPTION WRITING SAMPLE (REQUIRED): Submit a sample caption (250 characters or fewer) that is broad enough to work alongside ANY of the three assets in the folder HERE. Your sample caption should be 250 characters or fewer (inclusive of any hashtags).
- LINKS TO SAMPLES OF YOUR PREVIOUS WRITTEN WORK (REQUIRED): Links to 3-5 individual videos or scripts. Put your most relevant samples first, and please specify your role.