Create a comprehensive digital campaign to coincide with, support, and celebrate the book’s publication:
- Present the proven results of the program
- Underscore the authenticity of the individual stories
- Create an easy-to-digest yet impactful format
- Communicate clearly the key elements of the program, why it works and why it’s different
With so many inspiring before-and-after photos from women whose lives had been transformed by the program, we made these the focus of our visual presentation.
We knew that nothing would be as compelling to potential buyers as reading about women just like them who had struggled with dieting and yo-yo weight loss and gain for years, many for their entire lives. Around these stories, we worked in the specific messages about the program benefits.
As we built moodboards, we focused heavily on before & after photos, including before & after weights. Around these, we wove through quotes and testimonials, call-outs of major messaging, recipe teasers, fitness tips, psychological benefits, encouraging “you-can-do-it” headlines and more.
We presented the client with several moodboards and format options. They chose a carousel format through which we could show a number of stories in a clean, dynamic way that covered a lot of ground and was easy to navigate.
Typography was bold and copy was succinct so that it would be easy-to-read and really stand out, especially on mobile devices. The palette was bright and warm, using golds, oranges and pinks, with lots of gradients that subtly hinted at progress and change. The use of arrows underscored this idea of forward movement.