Ever since Weight Watchers first began as a gathering of friends in 1963, the company has been helping people lose pounds and live healthier lives. Today the Weight Watchers digital marketing team is focused on acquiring new generations of customers for those classic local meetings as well as their online products and services.
The Weight Watchers team has had ample success with search and social media, where they found it easy to test different headlines and calls to action. But they hadn't found a way to do the same kind of vigorous testing on display advertising. Building and managing dozens of creative iterations, and accurately measuring the results, seemed like a major challenge.
To tackle that challenge, Weight Watchers, its agencies, Neo@Ogilvy and OgilvyOne, chose DoubleClick Dynamic Creative.
See how they managed their creative testing to identify the best-performing creative iterations and boost acquisition volume by 56%.
|Posted by Becky Chappell
Product Marketing Manager, Google Web Designer