Case Study: WeightWatchers achieves cost-effective qualified traffic and boosted conversions with Outbrain

Qualified Traffic for WeightWatchers to Drive Conversion, Outbrain Outperforms Social and Display

WeightWatchers, a global leader in weight-loss and wellness programs, sought new ways to expand campaign reach and drive highly qualified traffic and subscriptions beyond traditional social and display channels. Facing rising interest in health and fitness, the brand partnered with Outbrain for access to premium publishers and precise targeting to improve mid- and lower-funnel performance.

WW and Outbrain ran a two-phase campaign that used cookieless interest targeting (e.g., health, entertainment, business) plus strong creative to build quality audience pools, then retargeted engaged users with subscription offers. The approach outperformed social and display: Cost Per Visit was 3.5x lower vs. social and 6x lower vs. display, while new users rose +64% vs. social and 4x vs. display, helping drive profitable conversions and acquisition.

WeightWatchers

Audrey Guillot

Lead Acquisition and Performance Marketing