The #WeighThis Campaign Highlighted Achievable Goals
Riley von Niessen — February 16, 2017 — Marketing
References: youtube & blog.hubspot
Lean Cuisine's #WeighThis campaign prompted women to think about their worth in completely non-physical terms.
Rather than using a scale to tell them how much they weighed, the brand used its symbolism to show what's really important. To do this, it had artists put the achievements of women onto a scale in writing, which each participant was invited to hang on a wall in Grand Central Station. Each achievement came in response to the women being asked what they wanted to be weighed by. This resulted in a diverse range of answers, which mostly surrounded their careers and their dedication to their families.
With its #WeighThis campaign, Lean Cuisine reminded its consumers that's there's much more to them than the number that they see on the scale. When all of the achievements were placed together, they generated a powerful impact for the women involved, as well as those who witnessed the installation.
Rather than using a scale to tell them how much they weighed, the brand used its symbolism to show what's really important. To do this, it had artists put the achievements of women onto a scale in writing, which each participant was invited to hang on a wall in Grand Central Station. Each achievement came in response to the women being asked what they wanted to be weighed by. This resulted in a diverse range of answers, which mostly surrounded their careers and their dedication to their families.
With its #WeighThis campaign, Lean Cuisine reminded its consumers that's there's much more to them than the number that they see on the scale. When all of the achievements were placed together, they generated a powerful impact for the women involved, as well as those who witnessed the installation.
Trend Themes
1. Non-physical Worth Campaigns - Opportunity for brands to create campaigns that remind consumers of their non-physical worth.
2. Interactive Art Installations - Opportunity for artists/brands to create interactive installations that generate powerful impacts for participants and witnesses.
3. Personal Achievement Displays - Opportunity for brands to encourage consumers to display and celebrate their personal achievements in creative ways.
Industry Implications
1. Food & Beverage - Opportunity for food and beverage brands to promote body positivity and self-worth in their marketing campaigns.
2. Art & Design - Opportunity for artists and designers to create installations that inspire and empower participants.
3. Retail - Opportunity for retailers to incorporate personal achievement displays into their stores as a way to celebrate and inspire their customers.
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