In January, Special K took on the weight-loss market with an inspirational multi-platform campaign. Shifting the conversation from negative loss to positive gain, the ‘What Will You Gain When You Lose?’ campaign stressed the benefits of weight loss.
Kicking off in Times Square New York, Special K invited women to stand on a special set of scales. Instead of numbers, the scales displayed a positive, uplifting message for each woman. Inspirational words such as ‘courage’ and ‘joy’ appeared, creating a personal experience for each user and shifting their perceptions of the dreaded scales.
Customers were driven online to the Special K website where they could sign up for the ‘Special K challenge’. Women entered their own inspirational word, and posted a photo of themselves along with it. The Facebook page established an online community where women could share their own new perceptions. Users could follow ‘Tracey’s Journey’. An every-day woman, on her own ‘Special K challenge’. From a WoM perspective this online community established a core group of advocates, all with a personal and emotional connection with the brand.
Special K has created a brand story around inspiration and positivity – highly appealing to the target market. The ‘gain’ words acted as positive and emotive conversation starters, igniting WoM both on and offline.