Localspeak

WeightWatchers® Is “In Control and on the Track to Success” With Latino Net Sentiment

6 January 2012

So just how obsessed are women with their weight? Well, according to a WeightWatchers (WW) study released in 2011 ‘women tend to think more about food than sex, while they’re dieting.’

Coinciding with the release of NetBase social insights and analytics tools for Spanish-speaking markets, this sentiment caught our attention in the Spanish post below:

Founded 49 years ago by a Brooklyn homemaker who adopted a behavior-driven approach to weight loss and maintenance through change in habit, smarter eating, exercise, and mutual group support, today WW operates in nearly 30 countries and is locally branded. And while the brand uses its original English name on the Weight Watchers Spanish website, the website brand is Entulínea and mirrored as Facebook Entulinea for followers in Spain.

Spanish Content and Support

Our inaugural NetBase sample netted a rich discussion among Spaniards. Many promote the content-rich weight maintenance programs, which include— in addition to product resources—free introductory membership, online support group meetings, discounts and tasty WW compatible recipes. Noteworthy were the enthusiastic, often passionate posts and exchanges regarding the brand’s underpinning philosophy— a holistic lifestyle approach that is easily adaptable, with accountability built in to one’s own self.

As the chart below shows, equally resonating with Spanish fans is the brand’s endorsement by American Idol darling, Oscar winner, author and WW champion Jennifer Hudson. In Hudson’s book she reveals her journey from growing up in a family with unhealthy dysfunctional eating habits to embracing the support offered by the WW program. Spanish sentiment ran high with the brand’s end of year release of Hudson’s “Antes y Atras” (Before and After) video, featuring a duet with her former self.

Ranked by U.S. News & World Report as the number one weight loss program, Spanish advocates of WW consider the brand’s resilient support and maintenance infrastructure a critical element. According to their conversations, WW’s effective real world, non-binging, leave the extremists at the door essence quickly converts adopters to brand ambassadors, recruiting friends and family members with ease. In addition, WW’s smart marketing and endorser recruitment—not to mention its musical stars and artful music video productions— has been a boon globally.

Nada de dietas milagrosas: para perder peso lo mejor es una dieta que lleva 40 años funcionando… Y que, por cierto, ¡ha dejado a Jennifer Hudson estupenda! source
(Translation: There are no miracle diets: the best way to lose weight is to follow a diet that’s been around for 40 years…And really made Jennifer Hudson look phenomenal!??

Largo recorrido Tras más de 40 años funcionando, Entulínea de WeightWatchers se consolida frente a otras dietas milagro. Su secreto está en introducir pautas saludables de alimentación. source
(Translation: With a long track record of effectiveness for more than 40 years, Entulínea stands out against the miracle diets. Its secret lies in encouraging sensible eating guidelines.)

Holistic Lifestyle Approach

Spanish discussions often centered on the high value WW places on its teaching of attitudinal shifts and the practice of mental/physical balance without the artificial intervention of pills and other substances, as this post notes:

No conocía de antemano entulínea de Weight Watchers, pero me gustó el método porque yo no soy de hacer dietas y aún menos de tomarme cosas tipo complejos, pastillitas, preparados, batidos …No me gusta meterme en el cuerpo según qué cosas.¿Has notado ya alguna pérdida? source
(Translation: I was previously unfamiliar with Weight Watchers, but I liked the method since I don’t believe in dieting, but even less in taking supplements, pills, potions, shakes…I don’t like putting such things into my body. Have you already notice any weight loss?

Marketing to Men

Independent medical findings are cited in support of WW’s effectiveness in reducing obesity when combined in hybrid fashion with medical supervision and other treatments adherent to the program. In Spanish blogs and forums posters concurrently discussed the brand’s notable track record for effective long-term weight loss and maintenance, noting it was twice as effective as other plan statistics.

As WW approaches its 50th anniversary, Spanish consumers and advocates have expressed keen appreciation for the brand’s longevity, frequently citing permanence in the market as a key factor in their choosing and recommending the plan. Also evident in some forums is praise for WW’s social media strategy and its creation of apps and mobile support for customers.

An interesting blog, Cómo vender productos ‘femeninos’ a los hombres sin poner en entredicho su masulinidad (Translation: How to Sell ‘Feminine’ Products to Men Without Calling Into Question Their Masculinity), aptly took on the sensitive issue for Spanish men. Featuring last year’s Dr Pepper 10 product launch (discussed in a previous Localspeak blog column titled An Old Out of Tune Song: Mucho Macho Man ), some posters stated this was exactly the kind of product to avoid, as it flies in the face of shifting attitudes toward consumption patterns to sane practices. With a campaign directed at men, WW was effective in gaining market share, increasing its customer base from 8% to 15% male in the first five weeks after launch.

Negative Spanish social sentiment ran low in our sample, the primary complaint being the program’s cost as a barrier to adoption. Yet, a couple of posts took issue with WW’s attitude, ostensibly because it implies overweight is a sign something is wrong with you.

Cost, however, didn’t prevent a few weight conscious posters from wanting to emulate the brand by suggesting recipes that replicate the values and taste of WW product they were unable to afford at the moment. As to the product, only one amusing complaint, perhaps even a deflected compliment: “The WW carrot cakes I bought didn’t last an hour!” Well, at least we know they don’t taste like cardboard.