GSK alli - Enabling behavioural change

Reaching your goals can be tough.

That’s why we helped customers lose weight in the right way to implement lasting changes.

Bringing honesty to the table

With so many fad diets doing the rounds and promising near-instant results, GSK challenged us to launch alli, a new weight loss product that advocated healthy eating and exercise. But in a category saturated with ‘before and after shots’, how could we help people choose alli over a ‘quick win’ fad diet?

Using CRM to build a meaningful relationship

We launched a multi-channel CRM programme and a highly personable mobile app to help maximise users’ chances of weight loss success. alli’s three-month support programme was delivered via email, mobile and the website, with timely prompts, hints and tips that helped users to follow the rules and implement lasting lifestyle changes.

Using CRM to build a meaningful relationship

We launched a multi-channel CRM programme and a highly personable mobile app to help maximise users’ chances of weight loss success. alli’s three-month support programme was delivered via email, mobile and the website, with timely prompts, hints and tips that helped users to follow the rules and implement lasting lifestyle changes.

Feedback loops that boost success

Our digital behavioural support programme (BSP) was a sector first, and those who used alli in conjunction with our BSP were more than twice as likely to repurchase from GSK. We outperformed our global sales targets by 27% and even better, helped people in 35 markets lose on average an extra 3.4kgs than they would have done without our BSP.

the FMCG category average, and delivers an average 16% uplift in sales per trigger campaign. Our activity currently runs an ROI of 8:1.

27%

Outperformed sales targets by

16%

Uplift in sales per trigger campaign

ROI

8:1