Case Study

Qualified Traffic to Drive Conversion, Outbrain Outperforms Social and Display

3.5xlower CPV vs. Social

6xlower CPV vs. Display

4xnew users vs. Display

+64%new users vs. Social

Introduction

Inspiring healthy habits for real life is the mission of WeightWatchers (WW), a leading global company in scientifically proven weight loss and wellness programs.

The Challenge

With the rise of awareness and interest in health and fitness, the brand was looking for new ways to increase the reach of its media campaigns while generating highly qualified traffic and subscriptions outside of traditional channels, such as social and display. Outbrain’s exclusive network of premium publishers, as well as its precise targeting capabilities, were key in WW’s decision.

The Solution

To hit on ambitious targets, WW and Outbrain split the campaign in two
phases for maximum impact. The brand was quick to realize that leveraging
Outbrain’s precise cookieless interest targeting – categories such as business and finance, entertainment, health, and politics – combined with powerful creative assets helped create quality audience pools.

The campaign then built upon those audience pools to retarget relevant and
engaged users with dedicated promotion and subscription offers. In addition
to generating qualified traffic, Outbrain’s contribution toward WW’s acquisition goals was crucial in generating profitable conversions.

Outbrain is a key contributor in generating cost-effective qualified traffic, continuously feeding relevant and engaged audiences as well as going above and beyond in terms of new visitors each month. It is one thing to outperform usual channels, but Outbrain plays in another league when it comes to mid-funnel KPIs. In addition to engaged users, the platform is also boosting our acquisition results.”

Audrey Guillot, Lead Acquisition and Performance Marketing, WeightWatchers