Janeplan is a leading weight loss brand that delivers calorie controlled meals to clients. Our research showed us that testimonials in this market are very powerful, however we felt the technique needed an overlay that added an emotional level of encouragement and self satisfaction. Out of this strategic direction came the YES idea - allowing us to still use testimonials but with a memorable and affirming tone and style.
Details
Feedback is showing that the new campaign is working; to quote the client “We have not seen an uplift to new creative response rates for several years".
