By launching monthly Jebbit experiences, Jenny Craig was able to stay top of mind with customers and help them reach their "I'm ready to lose weight NOW" moment faster.
Jenny Craig is a leading weight loss brand whose goal is to help members lose weight and learn how to keep it off. When customers hit that “I’m ready to lose weight NOW” moment, Jenny Craig wants to be the first name that pops into customers’ heads.
However, that “I’m ready NOW” moment is very personal and hard to predict. Jenny Craig needed a way to make sure that they stayed top of mind with customers so that when the moment arrives, customers turned to them first.
To do this, Jenny Craig wanted to increase brand awareness and improve lead capture so they could market to a wider audience, educate that audience on the benefits of the Jenny Craig program, and discover what motivates those potential customers to lose weight so that they could help them reach their “I’m ready” moment faster.
In July 2018, Jenny Craig started launching monthly Jebbit experiences that engage with and educate potential customers on the benefits of the program. Meanwhile, these experiences teach Jenny Craig about these potential customers’ habits, wants, and needs, allowing them to match customers with the program that will work best for them.
In order to maximize awareness, Jenny Craig launches their experiences across social media channels like Facebook, Instagram, and Twitter; in emails; and on their website.
Jenny Craig has launched over 20 Jebbit experiences, accumulating over 1.3 million answers in the process. Users average a 96% completion rate and a 74% lead capture rate, allowing Jenny Craig to continue to educate customers on the value of their program.
Most importantly, Jenny Craig has captured the motivations and desires behind those customers’ weight loss journeys. With this information, Jenny Craig is creating more detailed and sophisticated customer segments that allow them to offer more personalized marketing and show customers how the Jenny Craig program can work with their specific needs.
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