Weight Watchers appoints DJ Khaled as social media ambassador

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.

DJ Khaled Marketing Dive Weight Watchers ScreenChow
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.

Dive Insight:

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/

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