Launch a challenger brand in a hyper-competitive diet market.

HMR isn’t for everyone, so we did our research. We did an in-depth competitive analysis. We held focus groups and shared concepts. We really got to know our audience and why other diets had failed them. And then we built our “Lorraine” persona that guided everything we did — keeping both HMR and Primacy on the same page as we built our brand, content, marketing and media strategy.

A highly efficient media plan, hyper-focused on HMR’s target persona, was supported by smart, refreshingly candid messaging and new photography with authentic models. Through competitive research, audience profiling, journey mapping, quantitative and qualitative consumer-based research, Primacy identified a white space in a saturated weight-loss market. Instead of promising easy solutions, we created a voice that was honest, empathetic and empowering. Other diets promise to “fit your life.” HMR would rather change it.

Primarily using digital channels, the campaign involved a complex targeting strategy that would deliver the right messaging to HMR’s prospects at various stages of their journey — from awareness, to retargeting, to abandon cart. With a targeted cost per program enrollment, a robust analytics program allowed for relentless campaign optimization. But more than just campaign reporting — data consolidation and visualization gave HMR’s stakeholders unprecedented insight into enrollment modeling, forecasting, regression analysis and more, all in an effort to help introduce more Americans to a weight-loss program that will help them live longer, healthier lives.

With a marketing strategy and creative that is cutting through the clutter with messaging targeted to specific personas and specific places on their weight-loss journey, HMR has seen impressive and steady growth — both in brand awareness and sales. Reflective of their growing market share, HMR now proudly claims that they’ve helped more than half a million people nationwide with their weight loss goals.