We were tasked by Noom to use editorial content to educate readers about their wellness programme and drive online subscriptions to the two-week programme trial.
Understanding buyer’s needs and motivations is crucial for delivering an engaging piece that captures and holds reader attention. The branded article adopted a refreshing tone when introducing the long-lasting and behavioural-focused programme to readers.
Making it happen
The campaign launched in the run-up the new year, at a time when the market can be saturated with health and wellness-driven content. This made it essential to create a piece of content that cut through the noise and helped making Noom’s psychology-based programme stand out from other diet or weight-loss initiatives.