Tony Miller, CMO of WW, discussed their use of key member ambassadors in his talk at the 99//Club Digital Festival, and how they are using real-life stories from real people to inspire success.
“They are credible, authentic and real” said Tony. “People can relate to them”. “We believe they have the ability to inspire healthy habits with their own communities, and they have a why – a reason they have made their health a priority.”
In the 99-second video below Tony also answers questions on platform choice to optimise media spend during covid, his observations about any recent behavioural changes at WW, and to what degree traditional media is still important.
NDA will be publishing highlights from the Festival, run in partnership with MAD//Fest, over the coming weeks.
The week-long invite-only festival was a collaboration between MAD//Fest and New Digital Age. Over the course of five days, 99 speakers debated topics across themes including media and tech, customer experience and personalisation, brand experience and creativity and innovation for growth.