If you’re going to weigh something, weigh what matters. (highlight to tweet)
This is the inspiration for the latest iteration of Lean Cuisine’s #WeighThis campaign. In the campaign, Lean Cuisine is taking a powerful stance on why women should focus on their accomplishments and what they value most in life, as opposed to measuring our worth via weight or body image.
Watch as powerful stories about saving a family member’s life, going back to school despite all odds, and celebrating over 24 years of marriage unfold.
In addition to the video, Lean Cuisine is encouraging its community to share what truly matters to them on Twitter with #WeighThis. The company also hosted a special event and art installation with artist Annica Lydenberg, who painted the inspiring responses on nearly 250 scales, which were then displayed as part of an art installation in Grand Central’s Vanderbilt Hall.
— Lean Cuisine (@LeanCuisine) October 27, 2015
The #WeighThis campaign is part of a re-branding effort Lean Cuisine launched in June 2015 in partnership with 360i to move away from being perceived as a diet brand and more as a healthy lifestyle company.
So, what can marketers take away from this inspiring campaign?
Understand What Moves and Motivates Your Customers
With so much competition for consumer attention, marketers need to focus on what matters. Instead of focusing solely on its products, Lean Cuisine tapped into a broader, more inspiring mission that its customers could get behind. As a result, Lean Cuisine is successfully supporting the re-branding of the company while starting a movement. So far, the campaign has generated more than one million video views, significant press coverage, and an ongoing Twitter conversation.
Leverage Visual Storytelling to Bring Your Campaign to Life
When it comes to visual storytelling, the power of video is undeniable. Videos offer a compelling way for companies to stand out, tell their stories, and captivate their customers—and for good reason. By bringing the stories and accomplishments of real women to life, Lean Cuisine’s video evokes a range of emotions in a way other mediums cannot. It also supports Lean Cuisine’s mission of starting a movement and inspiring its community to participate by sharing their personal stories and experiences.
Offer Different Ways to Get Your Community Involved
Another positive element of this campaign is the many opportunities for Lean Cuisine’s community to get involved. What started out as a moving video and call-to-action on Twitter translated into an art installation in NYC’s Grand Central Station. Events could easily be replicated at the national or local levels. It’s also not a stretch to envision a TED-style conference. From a content perspective, the company could launch a dedicated microsite and keep the conversation flowing with personalized calls-to-action around What Matters during the holiday season, etc.
With so many creative and compelling angles and opportunities to rally its community, it’s easy to see how Lean Cuisine could keep this campaign relevant for some time.
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