Cambridge Program - Ten off

The Cambridge Program is an effective and safe weight loss and management program. Over the last 30 years, the program has consistently delivered good outcomes around the world. In Finland, the Cambridge Program is not well-known. Generally, weight loss programs have a negative image; they are considered a scam. The fact is that there are far too many overweight people in Finland, who are also the Cambridge Program's primary target demographic.

We identifined the campaign's objectives as boosting the program's recognition and awareness, correcting the reliability image, expanding the contact database, and of course, acquiring new customers for Cambridge Program and attaining earned media, such as print media.

We wanted people to witness a credible and concrete example of how a dieter loses weight over a 10-week period. We established a goal for the dieters to lose 10 kg. The campaign concept was named Ringa and Esa – Ten Off, and we implemented, among other things, the following measures:

• We chose Ringa Ropo and Esa Tikkanen, both middle-aged and well-known to the public, as dieters
• Due to a limited budget, the media spotlight was chosen to be Facebook and the landing page on the Cambridge Program's website
• Every couple of weeks, we produced and published interview videos on Facebook about Esa's and Ringa's 10-week weight loss journey
• We ran the videos as paid promotions to a targeted audience
• We directed the target audience from Facebook to a landing page where they could participate in a competition with the prize being two 10-week Cambridge Programs
• We encouraged and trained Cambridge coaches to call the competition participants (leads)

We received over 1000 leads throughout the course of the two 10-week campaigns, with approximately 800 of them becoming Cambridge dieters. This translates to a return of over ten times the investment. Both Esa (-18 kg) and Ringa (-12 kg) clearly achieved their 10-week weight loss goals. The Cambridge Program garnered excellent attention, with both dieters' weight loss results being highlighted in the headlines of both afternoon newspapers, as well as other magazines.