When it comes to wellness, people on social media are faced with elite influencers living unachievable and unrelatable lifestyles which make them feel bad about themselves. Instead of inspiring people, it makes healthy living an impossible ideal that most of us can’t live up to. Most wellness brands play into this ‘aspirational’ but ultimately demotivating approach, but WW wants wellness to be attainable “for every body.” To maintain WW’s core message, that health and wellness really is “for every body,” we wanted to rethink the use of celebrity ambassadors. That’s where Robbie Williams comes in.
If Robbie Williams is our celebrity influencer, why not make him the least important Robbie Williams on set? Let’s find all the Robbie Williamses we can - with different ages, bodies, ethnicities and genders. Then let’s get the “real” Robbie Williams to ring them and ask them to make a dance film with him, to get people moving!
Once we had the right Robbies, we had to get them moving in a way which felt authentic and fun. Their experience had to be genuine, so it would translate to the everyday people at home. With the help of Robbie Williams’ dance captain and Robbie Williams himself, the Robbies developed four easy-to-follow dance moves to get everybody moving.
Following the rehearsals, we released an upbeat online film which showcased the dance moves, showing everyone that wellness is achievable and encouraging people at home to take part and upload their own moves to social media using the hashtag, #WWForEveryBody.
- 5.1M cross-market views
- 5.6M+ online content views (online film)
- 5.8M+ online content engagements (online film)
- 7.2M+ online content reach
- 592M+ combined global media reach
- 137 pieces of coverage, across top tier media including Daily Mail, MSN News, Yahoo! News, The Sun and many more
- Key WW message of being ‘for every body’ mentioned in 98% of coverage