The Challenge

Client
Lose It

LoseIt! is a consumer weight loss app.

Fast-growing consumer weight loss app wanted to take a bigger piece of the $70B health and wellness industry. The market had become crowded with look-alike products and the company needed a new way to stand out to drive organic growth and market awareness. It was time to find a new path to grow both their free and paid members and the CEO was skeptical of marketing and marketers.

Our Approach

1. We Needed a Trust Fall

First, we needed a trust fall. The only way we can really bring our know-how to the table is if our clients trust us. The only way to make this happen was to build our relationship with the CEO and the exec team and show them how, with the right thinking around the brand, market and customers, we could radically change the game.

2. Deep Dive on their Customers App Data and Market

Once we were singing campfire songs (okay, maybe we didn’t go quite that far, but you get the gist), we needed to dive deep on their customers, app data and market. Then we were ready to explore the brand through new lenses, which required putting biases aside and testing and measuring. We pivoted the brand into the weight loss category and developed messaging that created an emotional connection with members, differentiating in a noisy space. Within just a few months, what started as a project to review and update the brand, became a long-term relationship where we owned the brand messaging, communications, overall media strategy and PR agency relationship.

The Results

Lose It App

Converted CEO

1 entirely converted CEO who said: "Michelle changed my mind about marketing. I was skeptical about hiring a consultant to help us, but that quickly changed as she showed me what a savvy marketer can bring to the table."

Brand Pivot

1 brand pivot into the weight loss market with differentiated, connected positioning

10x Media Coverage

10x increase in media coverage, through unique story-telling and capitalizing on daily news topics

Marketing Leadership

Day-to-day marketing leadership to drive customer acquisition, engagement and experience.

Future Growth

A company-wide focus on the customer and the brand to drive the roadmap and future growth

Client’s Response

Michelle changed my mind about marketing. I was skeptical about hiring a consultant to help us, but that quickly changed as Michelle showed me what a savvy marketer can bring to the table. She has a keen ability to dive deep into the business with a strong executive mindset and is a rare combination of strategic thinker and roll-up-your-sleeves doer. She challenged us to put our biases aside, test and measure and I soon started to see the value of investing in our brand and creating an emotional connection with our members. She helped us differentiate our product in a noisy space and created an actionable plan that delivered measurable results.

What started as a project to review and update our brand, fast became a long-term relationship where she owned our brand messaging, communications and overall media strategy and agency relationship. She proved that focusing on our brand and how we tell our story is key to creating new momentum and we couldn't have realized the results we did without her passion, creativity and tenacity. She created an emotional connection with our members, became an integral part of our team and I can't say enough great things about her and her work. I speak for the team when I say we loved getting to know Michelle and look forward to working with her again in the future.

Charles TeagueCEO