Weight Watchers

OBJECTIVE

Growing new subscriptions

Weight Watchers is a long-established weight-management brand that combines nutrition guidance, behavior change, technology, coaching, community support, and—more recently—clinical care and weight-loss medication, all in service of its mission to empower people to live healthier, longer lives.

Despite strong brand awareness, WeightWatchers was often associated with traditional dieting rather than the modern, flexible approach to weight health it offers today. To challenge that perception, the brand partnered with TikTok to show up in a more relevant, relatable, and culturally resonant way. Together, WeightWatchers and TikTok set out to reach and influence net-new consumers who may never have considered the brand.

SOLUTION

Testing Consideration Ads

Weight Watchers partnered with TikTok to test Consideration Ads, a mid-funnel campaign objective designed to reach and influence new customers by optimizing the auction to target users most likely to engage more deeply with the brand.

At the heart of the campaign was a diverse collection of high-quality creative assets, each built around a distinct message. This variety allowed Weight Watchers to demonstrate its value proposition from multiple angles—its flexible approach, its science-backed program, its supportive community, and its ability to fit into everyday life—so the brand could resonate with audiences at different stages of their health journeys.

Rather than narrowly targeting existing prospects, Weight Watchers targeted a broad audience and relied on the Consideration Ads optimization model to identify the people most likely to lean in. By continuously learning from user behavior and creative performance, the model helped uncover and reach new customers who may not have previously considered the brand, steadily expanding the pool of high-intent audiences available for future retargeting.

Together, these solutions showed how Consideration Ads can give a brand the flexibility to test distinctive messages at scale while using optimization to match the strongest creative with the most receptive audiences.

RESULTS

Lowering new customer acquisition costs

To measure impact, WeightWatchers used TikTok MarketScope performance and audience metrics to evaluate how effectively Consideration Ads acquired new customers and expanded the mid-funnel audience, then applied a Conversion Lift study to prove that an integrated mix of mid- and lower-funnel campaigns could drive incremental business outcomes.

The results validated the full-funnel approach. Consideration Ads expanded the pool of high-intent audiences available for retargeting while lowering customer acquisition costs, growing the consideration audience by +118%, and ranking Weight Watchers in the top 5 for awareness-to-consideration transition rate. Users exposed to Consideration Ads plus Web Conversion showed a +133% lift in new buyer rate versus Web Conversion alone, while the combined Consideration Ads and Smart+ effort drove a +17% lift in purchases, demonstrating the value of connecting awareness, consideration, and conversion.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.