AT A GLANCE

Timing // January 2023 – June 2023

Scope // Two stories per month

Targets // TV News, Morning television, local and metro newspaper, local and metro radio

Media Items // 153 items of coverage

Audience Impressions // 43, 334, 444

Highlights // Weekend Today, Studio 10, Channel 7 Sydney, The Daily Mail, Mamamia, 9Honey, 7NewsDigital

RETAINER AIMS

MediaCast works with The 1:1 Diet on a retained basis to raise the profile of the brand, drive traffic to their website and ultimately, increase the number of ‘slimmers’ in their network.

Targeting audiences on a national level, campaigns aim to position The 1:1 Diet as the leading weight management program in Australia by highlighting 1:1 Diet case studies and increasing education around weight gain, weight management and overall health.

STRATEGY

Delivering two campaigns per month, stories rely primarily on leveraging the lived experiences of slimmers to highlight the effects of being overweight on their physical, social and emotional wellbeing, and how weight-loss can provide tangible benefits to an individual.

The 1:1 Diet provides MediaCast with a pool of case studies drawn from the annual national ‘Slimmer of the Year’ awards, as well as additional case studies on request.

Targeting media on a national level, we utilise the available pool of talent by aligning their story with relevant time hooks and highlighting remarkable and unique aspects of the individual’s journey to develop cut through as a weight loss story.

We champion slimmers as ‘local heroes’ to local newspapers and TV news to emphasise the inspirational impact of an everyday member of the community making a health transformation.

Leaning on the diverse range of expert consultants, nutritionists and dietitians in The 1:1 Diet’s network, we also monitor current affairs, breaking news and newly released data and pitch reactively to provide expert voices able to comment on the current news agenda.

CAMPAIGNS

Rebecca Johnson

This campaign focused on QLD slimmer Rebecca Johnson, who lost 26kg. Highlighting Rebecca’s experience as a mum and carer for her husband, we pitched her story to national television, print and digital outlets, and secured coverage with her local newspaper, The Gympie Times, which also syndicated to three further North QLD newspapers.

Seeing that Rebecca’s story was not delivering the cut through it needed, however, the team then pivoted to leverage Rebecca’s rural locality as a focal point. Highlighting newly released data about the health challenges of rural individuals, we positioned Rebecca as someone with lived experience who could provide more tangible evidence of the issue, and how she overcame adversity.

Following this shift in strategy, we were able to secure coverage with WIN News Sunshine Coast, in a segment which syndicated 10 further times, as well as Channel 7 Sunshine Coast, which also syndicated to five further television outlets!

Joe and Theresa, Emotional Eating

This campaign utilised the lived experience of Adelaide couple and 1:1 Diet slimmers, Joe and Theresa, in line with the major time hook of Valentines Day.

With both Joe and Theresa experiencing weight gain after emotional eating and embarking on a weight loss journey three years into their relationship, we leveraged their unique story to secure cut through on an already busy media day.

Combining previous consumer research we had undertaken with The 1:1 Diet with desk research highlighting the common themes of relationship weight gain, and the benefits of losing weight with a partner for support, we crafted a well-rounded release to provide wide appeal to national audiences.

Overall, we secured 30 items of coverage, with highlights including Channel 7 Adelaide News, which syndicated to 24 further outlets, as well as 3AW and ABC Riverland.

Andrea and Lauren McElwee

This campaign focused on Tasmanian slimmers and mother daughter duo, Andrea and Lauren McElwee.

With no clear time hook to link Andrea and Lauren’s story to, we focused heavily on the more novel aspect of a mother and daughter embarking on their weight loss journey together.

Presenting Andrea and Lauren’s weight loss as a single, combined unit, we framed their relationship as an intrinsic part of their story, creating a family focused story which secured coverage across Studio 10 and 9Honey!

Undertaking more targeted pitching emphasising Andrea and Lauren’s locality to Tasmania, we also secured coverage with Channel 7 Tasmania and The Examiner!