Weight Watchers International has announced that recording artist and producer DJ Khaled will be its social media ambassador for 2018, according to a press release. DJ Khaled is also a Weight Watchers member.
The new social media ambassador will document his experiences and weight loss journey using the new WW Freestyle program on Snapchat as @djkhaled305, Twitter, Instagram and Facebook. The messaging will focus on the freedom Weight Watchers gives him to make healthy choices while leading a busy lifestyle.
DJ Khaled will use a Weight Watchers coach and the company’s mobile app to follow WW Freestyle, which launched in December 2017 with a campaign featuring Oprah Winfrey. The new program is an extension of Weight Watchers’ SmartPoints system, which has expanded its zero-points foods beyond only fruits and vegetables.
The celebrity endorsement is a tried-and-true strategy that marketers have used for generations to connect with customers. Weight Watchers’ latest partnership with DJ Khaled follows the weight-loss business’ tie-ups with other with celebrities, like Oprah Winfrey, Jennifer Hudson and Jessica Simpson.
Weight Watchers is likely banking on DJ Khaled’s popularity on social media — he has 8.9 million followers on Instagram alone — to get the brand in front of new potential customers. The news comes as the company is trying to reposition itself as a wellness lifestyle brand appealing to younger consumers. So far, the repositioning appears to be working, with the company beating sales expectations throughout 2017.
Read more at Marketing Dive: https://www.marketingdive.com/news/weight-watchers-appoints-dj-khaled-as-social-media-ambassador/513854/