Our most recent campaign that bridged brand awareness and growth efforts? Remote-directed UGC shoots (we’re talking multiple weekends spent guiding users through self-shooting via Zoom). Noom NEEDED to better-leverage the authentic stories of our real users across all our paid ads and content, and Covid was not going to stop us.
I was copy and messaging lead, taking the project from initial briefing to casting and internal buy-in, to shooting and interviewing, and TONS of quick iterative usage across so many channels. I was able to establish a new set of UGC guidelines to shape future user-focused work, and we’re using it to this day in collaboration with our growing team of creatives. All in all, this is my absolute favorite project I’ve worked on during my tenure at Noom.
Above is a selection of top-performing Pinterest ads from 2020. Our Pinterest ad audience loves a lil list to save for later and/or joyful happy people to look at.
We recently implemented new voice, tone, and visual branding to Noom’s loooong video string ads that bring in more than 30% of signups. We’re bringing the positivity, the empathy, the diversity, and (still, of course), the DR best practices.
Above is a selection of organic IG content and captioning I handled during my first 6 months at Noom. I was tasked with transitioning our organic copy and content to feel more like our new brand guidelines, and kicking off a new IG voice and tone that felt playful, educational, and totally inspiring. Also during my stint with organic IG, our post engagement tripled :)
Paid Video Notes
“They Say” / “Noom Says” String Ad: Our top-performing Facebook and IG ad since July! We’ve riffed on so many versions of this, specifically changing intros to see what grabs people the most (spoiler: it’s humans). Regardless of cute intros, the long string format continues to be the DR winner.
Hey Coach Series: Featuring our actual Noom coaches as THE experts on weight loss and healthy habits. Part of a series we rolled out across Paid IG, Organic IG, and YouTube Ads.
Self Worth Measures + The Label Loop: A series of shorter Facebook/IG video ads we made for our UK audience based on content from our organic IG feed. They’re definitely more text-based than the majority of our ads, but they performed quite well for our smaller UK base — totally different than when we tried similar ads for US audiences.
Pounds Lost, More Gained: A spot for YouTube ads and TV that leverages testimonials from real Noom users. The numerical proof points of pounds lost performed incredibly well, but we also wanted to make it about MORE than just the scale victory.