Jenny Craig:
My Full Plate

How does a weight-loss and wellness brand shed their reputation of speaking to older women and earn the attention of busy, young moms looking for a path to self-care? The answer turned out to be a total YouTube channel takeover where we managed the videos and how they were presented, and created an entirely new flagship content series called "My Full Plate." Our creatives and strategists collaborated with Jenny Craig to produce an original web reality series that followed Catie and James, a couple who needed help to look their best for a family wedding. Our cameras were there every step of the way as the stakes rose and the weight dropped, drawing in thousands of viewers. By mid-year, views by women 18-34 grew 578% YoY on the brand’s YouTube channel.