One in four British adults is now obese and that statistic is growing steadily worse. Politicians, medics and the general public talk of ‘eating less and moving more’, but the facts show that approach is simply not working.
Our client LighterLife asked us to create a new, credible media brand that would spark active debate about obesity.
For the past 25 years, LighterLife has helped obese people to lose weight through a programme that puts understanding the complex relationship we have with food at its core. The founders of the business have witnessed the growing obesity crisis first hand and they want society as a whole to change its thinking.
The motivation for this project was about more than just marketing. Our primary aim was to spark real, focused, credible debate about obesity amongst audiences that the brand had traditionally found difficult to engage.
Broccoli & Brains is a content marketing strategy with a biannual 132-page print magazine, digital content across Twitter (@brocbrainsmag) and a blog (broccoliandbrains.co.uk).
Our content covers a mix of real-life experiences of obesity, psychology, food and nutrition, and science.
The print magazine is direct mailed to a list of targeted influencers with the aim of sparking their interest, creating conversation around obesity and encouraging each influencer to cascade that debate down to their own spheres of influence. The magazine is also placed into target locations and made available at relevant conferences and events.
We use our digital content across paid and earned social media, as well as mounting targeted PR campaigns.
Within the first two months, we smashed our KPIs, achieving:
- 5 million tweet impressions
- 1% engagement rate on Twitter
- 845 organic Twitter followers
- 21,073 unique blog users
- 20 pieces of PR coverage, with a PR value of £561,960, featured in national press (The Sun, Daily Mail, Daily Express, Daily Mirror, The Guardian); on TV (BBC Sunday Morning Live, Channel 5 Breakfast); and on various blogs including The Huffington Post.
The magazine was mailed to more than 8,000 influencers, as well as being placed into corporate buildings, media agencies, universities, charities, gyms, clinics and leisure centres.
Behance: Broccoli & Brains
CMA Gold Award for Best Print 2016