October 10th, 2023, Clifton Mark
Weight-loss brands have captured Canadians’ attention this September, with Noom and WW making big gains in Ad Awareness. Along with Apple, these brands saw the greatest increase in the proportion of consumers that have seen one of its ads.
Noom is a popular weight-loss app that applies the principles of psychology to weight loss, emphasizing healthy habits and improving users’ relationships to food. Ad Awareness of the brand rose from 5.1% to 13.4% percent, giving it the greatest absolute gain (8.3 percentage points) and the greatest relative gain, more than doubling.
This boost was likely helped by the app’s “Unfluencer” campaign by Canadian creative director Russell Der. The campaign pokes fun at fitness myths propagated by influencers in video spots propagated on DTV and social media.
Der’s Unfluencer campaign represents a shift from Noom’s earlier influencer marketing campaign managed by BENlabs.
September’s second Advertiser of the Month is Apple, which rose from 13.9% to 21.8% Ad Awareness, gaining 7.9 percentage points. It’s been a big month for the Apple, with campaigns surrounding back-to-school offers, Apple Pay and, of course, the iPhone 15 launch.
Apple also released a five-minute ad promoting its efforts to reach a net zero carbon footprint by 2030. In the sketch, CEO Tim Cook presents Apple’s environmental achievements to a skeptical embodiment of Mother Nature, played by Octavia Spencer. The ad’s already been viewed over four million times on YouTube.
Ad Awareness for weight loss titan WW (formerly WeightWatchers) moved from 5.3% to 13.1%, more than doubling over the course of the month. The gains may be related to WW’s prominent position in the influencer space, with many creators publishing content about their experience with the program, and the brand’s very active social presence. WW also recently partnered with Abbott to release a new app aimed at helping diabetics monitor their glucose levels.
Explore our living data – for free
To receive monthly insights on media and advertising register here.
Discover more FMCG content here
Want to run your own research? Run a survey now
Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” Data from surveys of adults aged 18 years and above residing in the Canada from August 26 and September 25, 2023. Ad Awareness scores are based on a four-week moving average. The change in scores for each brand is calculated by taking the difference between the highest and lowest scoring days within the period. Learn more about BrandIndex.