Digital engagement agency The Dubs has launched a conversation campaign for Tony Ferguson Weightloss being broadcast on social platform Facebook and integrating Skype video diaries.
Called the Tony Ferguson ‘Buddies’, the initiative uses Facebook and Skype to stimulate conversation between two recruited buddies selected to diarise their eight week Tony Ferguson Weightloss program using each other for support and inspiring others to do likewise.
The Dubs Managing Director, Josh Frith said, “the Buddies were chosen from a global recruitment drive across the Tony Ferguson Facebook channel - they are genuine people looking to support each other as they undertake the Tony Ferguson program to reach their weight loss goals.”
“We wanted to capture the real experiences people go through when looking to lose weight. We all know it’s hard without support so this is where the Tony Ferguson program kicks in with the buddies lending encouragement to each other as well. Building a global community where everyone is sharing a common purpose and are each others ‘buddy’ is really important.”
“The two buddies are real people so the weekly journey and video diaries will be unpredictable. These people have holidays planned, children home for holidays, and guests staying bearing alcoholic and carb ridden gifts.”
“Followers of the Facebook series will get to see how our buddies manage their weight loss program in the face of distraction and temptation. We think they’ll relate to the buddies and they can share their own personal experiences with the buddies and build support to others looking to lose weight.”
“Given people like to share their stories and offer advice through social media channels we believe it provides the brand and its founder Tony Ferguson with the perfect channel to become involved. Tony Ferguson participates in the conversation by offering advice which positions the brand as experts in the field to their audience,” said Mr Frith.
The campaign is targeting audiences in the UK, Australia, New Zealand and South Africa solely through the Facebook series and Skype video diaries.
The Dubs has developed the digital strategy and content planning incorporating audience definition, content development and seeding.
The success of the campaign will be measured by increased interaction, new Facebook likes, fan engagement on the Facebook page as well as the amount of traffic driven to the respective Tony Ferguson websites.
The campaign can be followed by ‘liking’ The Tony Ferguson Weightloss Program on Facebook http://www.facebook.com/TonyFergusonWeightloss.
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The Dubs is a digital engagement agency which creates environments that inspire audiences to interact with brands by connecting them with the brand’s story and each other. The agency has 15 years experience working with brands, content producers and their audiences such as ING Direct, AMP Capital and Bayer Animal Health in Australia and media groups such as the BBC, ITV and FremantleMedia in the United Kingdom.
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