by Steve Marshall

The Challenge

As Jenny Craig's interactive agency of record for more than seven years, we led strategic, creative and technical work that drove all things digital for one of the world's leading weight loss and weight management companies. Our work included jennycraig.com optimization strategy, design and maintenance, branding, digital campaigns, social community management, affiliate marketing and web analytics. The challenge and the opportunity: to keep the digital brand fresh and engaging for high impact in a fast-moving, intensely competitive industry.

From tactics to teamwork

Over the course of our relationship, we became the steward of a holistic digital experience roadmap as an integrated extension of the Jenny Craig team. We optimized the digital experience program on an ongoing basis through regular strategic planning sessions and performance reviews to ensure we were constantly evolving to deliver the right brand-driven impact.

Achieving evolution

Over the course of our relationship with Jenny Craig, we focused on evolving the digital experience on two fronts:

Evolved the brand presence. We refreshed the brand with a new logo and identity system. We also oversaw two redesigns of jennycraig.com.

Evolved customer relationships. We enhanced audience engagement through social network community management, affiliate marketing and analytics.

Overcoming objections

Based on audience insights that the number of plans was confusing and that making the leap to call an advisor was intimidating, we created a self-assessment tool. The tool reduced the barrier to engagement and made it easy for new members to get started by delivering one recommended plan.

Taking a digital ecosystem experience into the future

In complete concert with internal and external Jenny Craig teams, we played an integral role in the brand's evolution through a complete rebranding, the site redesigns, and the company's first ecommerce integration. The friendly self-assessment process we designed makes it easy for members to get off to a quick start.

Even after our longstanding relationship came to a close with the sale of the company, we were asked to return to lead an experience strategy summit. Working with all of our client's agencies and business areas over several weeks, we helped them understand what analytics were revealing, dig deeper into the audience experience, and look at near- and long-term opportunities to increase sales and improve the member experience.