Case Study: Slimming World achieves 365% increase in earned media and 25% audience reach growth with Cision

Inspiring Change through Strategic Earned Media Opportunities and Audience Insights

Slimming World, a UK-based weight-management organisation supporting 950,000 members with group and online programmes, set out to increase awareness of its unique approach and improve brand perception ahead of a critical January period. To break through strong competition and prove ROI, the PR team launched the "Dream Weight" campaign—built on in-house research showing ambitious targets boost weight loss—and needed a robust measurement framework to track impact.

Working with Cision Intelligence, Slimming World combined media and social monitoring, large-scale and brand surveys, and website analytics to measure reach, sentiment and conversion. The campaign delivered a 365% increase in coverage, 25% bigger audience reach, an 8% rise in product familiarity, 45% of surveyed people saying they would likely use Slimming World, 11,000+ web sessions with >3% conversion, a 17% membership increase during the campaign and an AMEC gold award for measurement excellence.

Slimming World

Jenny Caven

Head of External Affairs