Do the Unthinkable is Musclefood's unique 12 week fitness and healthy eating plan, combining a meal box delivery service with an online exercise programme.
In one 12 month window we delivered 820,000 unique visitors through PR led content to a bespoke landing page on the client's website. This led to almost 13,000 sign-ups to the programme and 400,000 meal deliveries. With research suggesting that the average participant in the 12 week programme lost around two stones, we estimate that our activity helped Musclefood customers shed a collective 25,000 stones in weight. We also helped the client sell around £2m worth of healthy meals.
How We Did It
At the outset of the project in summer 2018 we put together a revised Client MAP (Motive Action Plan) and agreed the following KPIs:
- To secure journalist reviews in at least one online national newspaper and one national consumer magazine.
- To generate at least two pieces of national media coverage for customer stories to help promote the programme.
- To identify and work with high-profile individuals and maximise coverage opportunities.
- KPIs were set of 100,000 unique web visitors into a bespoke page on the client's site, 2,000 sign-ups, and 30,000 meals delivered across a 12 month period.
The idea, research and planning
Branding the programme Do The Unthinkable (DTU) created a hook for media and also conveyed the idea that this is an easy way for anyone to achieve what they may have thought was impossible - a healthy diet, active lifestyle and positive changes in body shape.
We arrived at our strategy following research on the scale of the obesity issue in the UK. Public Health England figures indicate that 63.8% of adults in England now have a body mass index of 25 or over. In some areas of the country the figure is as high as 75% of adults.
Brand research combined with our own insights showed many overweight individuals are confused by conflicting advice when it comes to weight loss and this leads many to believe they are unable to tackle the problem.
Proving the 12 week programme worked with visible weight loss and a change in body shape was vital. We worked with the client gathering evidence of the effectiveness of the programme prior to launch.
This included the data of more than a dozen trial subjects drawn from our own and the client’s networks. These trial subjects reported an average weight loss of two stone each across the 12 week DTU programme.
Strategy, tactics, creativity and innovation
The key message in all PR materials was that DTU is a healthy and sustainable eating and exercise plan and NOT a fad diet. The meals are carefully selected and put together by qualified nutritionists.
All outreach material was only to feature real case studies drawn from Musclefood's customer base. No images of models or fitness professionals would feature. Celebs used as case studies had genuinely been through DTU.
Another key message was the easiness of the programme and the fact it takes the headache out of choosing healthy food.
We worked closely with Musclefood's in-house team who supported and shared our PR campaign across social platforms using the hashtag #DoTheUnthinkable.
At the outset around 60% of Musclefood customers were male but we knew this programme would appeal to both genders. We made this gender neutrality key and selected our customer stories and celeb case studies accordingly - using both men and women.
Our media targets would be mass market along with an element of women's magazines around the celebrity case studies.
From a shortlist offered by Musclefood we selected footballer turned Celebrity Masterchef champion Neil Razor Ruddock, Gogglebox star Jonathan Tapper, Big Brother winner Josie Gibson and Love Island's Tyla Carr as our celebrity case studies.
We arranged for four national journalists to trial DTU for four weeks. Start and end dates were staggered to allow coverage to come through over a three-month period. Following this initial success, two further national journalists were approached and agreed to trial.These included writers from the London Evening Standard, Daily Star and Metro.
At the same time we also put together several customer case studies including an overweight hospital doctor and an obese paramedic from Nottingham, both of whom had got into shape with DTU. We then set competitions to appear in numerous titles offering winners a short trial.
We timed our outreach to deliver results during summer 2018 then pushed on again with a huge spike in January and February 2019 when many consumers are seeking a healthy eating plan. All this combined kept DTU in the media for a total of six months.
Measurement and evaluation
All key objectives were achieved and surpassed:
- We secured six journalist reviews (target 2) in Top Sante, Closer, London Evening Standard (online) Daily Star (online), Metro (online) and Simply You.
- Customer case studies achieved five pieces of national coverage (target 2) including the Mail Online (twice) and Daily Star online.
- We worked with four celebs, ex-footballer Neil Razor Ruddock, Gogglebox star Jonathan Tapper, Big Brother winner Josie Gibson and Love Island's Tyla Carr. Neil Ruddock's story was picked up by every major news outlet, Jonathan’s story achieved a print page lead in the Daily Mirror and 57 further pieces of coverage including The Sun online, Mail Online, Express, Daily Star, Metro, Lad Bible, online magazines including Heatworld, OK! and Closer as well as many regional titles. Our Josie Gibson story secured an exclusive in Closer magazine and a week later, a piece in Celebrity Secrets, issued with OK! magazine. A total of 210 coverage items have been logged along with 177 hyperlinks into the DTU webpage. Total opportunities to view exceed 3 million.
- KPIs achieved during a 12 month window: 820,000 unique web visitors (target 100,000), 12,696 sign-ups (target 2,000), and 400,000 healthy meals delivered (target 30,000). Sales achieved = just over £2m.
DTU sales exceeded £2m. With average weight loss of two stone each and 12,696 people signing up for DTU, we estimate that those undertaking the programme collectively shed a massive 25,000 stone in weight.