After 18 years in business, Womensforum.com knows the likes and dislikes of its 39 million-strong global audience. And it's employing one common issue that it understands many women struggle with—staying slim—to present useful knowledge in its latest branded campaign with Sweet 'N Low.
While the entire project will also include high impact ad placement, homepage takeovers, display ad formats, real world activations at a food festival and native advertising articles, the centerpiece of the entire project really is the branded videos, Lynn D'Alessandro, svp of sales and marketing for Womensforum.com, told Adweek. The new Web series, titled Makin' Life Sweeter, was produced in-house out of the publisher's Chicago-based Studio 444. Each two-minute segment offers lifestyle tips, clothing options and food recipes that can help viewers with weight maintenance.
The six-part seasonally themed series, which will run through the end of the year, kicked off today with fitness guru and author Andrea Metcalf presenting low calorie alcoholic cocktail recipes and demonstrating calorie-busting moves to try out at the beach.
"They're very instructional … We really look closely at our audience and think of their life stage when determining their interest and how they consume video," D'Alessandro said.
It's not a coincidence that the campaign is revolving around how-tos. When looking at the publisher's top three types of viewed videos, informational/reference videos, real-time clips on trending stories and original programming top the categories.
Monica Oliva, brand manager for Sweet 'N Low, said that the artificial sweetener was looking for a way to help its average consumer—busy women who are mostly moms—battle the bulge. Especially with increasing rates of sugary drink consumption and chronic diseases like diabetes, weight issues are now at the forefront of consumers' minds. Working with a publisher like Womensforum.com, that could help present its product along with other tidbits in an informational light, was exactly what the brand wanted.
"Who wants to listen to a 30-minute or even a two-minute session on just one product itself?” Oliva said. "We wanted content itself that was relatable to the consumer that would cover a wide variety of topics, but at the same time talk about our product and the benefits in helping them achieve their goal."