Atkins Program Australia
58% of adult Australians are overweight or obese. This campaign needed to stress the efficacy of the Atkins program and the key role Atkins products play when it comes to achieving and maintaining a healthy weight. The campaign was supported by Australian celebrity Fifi Box as an endorsee and brand ambassador.
The challenge was threefold:
1. Boost awareness of the new Atkins program in Australia.
2. Improve brand perception to reflect the new, easier to follow program and its track record of success.
3. Increase the sales of Atkins bars and shakes diet products.
Although the prevalence of obesity is increasing in men, women aged 30-54 show both, a greater desire to lose weight, and more weight management behaviours. With regards to the media mix, while magazines provide a contextually relevant environment, they have poor cost efficiency and limited reach, so the campaign combined TV and Online. This enabled cost-effective targeting and a dynamic opportunity to showcase the product and Fifi’s weight loss.
National free to air and subscription TV, plus online video was combined to create a Direct Response-style campaign with the goal of increasing brand awareness and driving website traffic.
While weight management is a nationwide problem, it’s a bigger issue in regional Australia and this media mix enabled us to cost effectively tap into this market.
Digital video in both catch-up TV and YouTube captured those of the target group who use on-demand environments and allowed viewers to click directly through to the website to register for the program.
SEM ensured that increased search demand was generated and directed to the most relevant pages on the site.
Post campaign tracking revealed major increases in awareness and activity. Some of the results include:
- A 200% increase in unaided brand awareness
- A 13% lift in product awareness
- A 350% increase in those who would consider using the diet
- A 700% lift in average daily registrations