The Breakdown

The New Recruits campaign was a first for Noom. It leans into comedy and aims to take some of the seriousness out of the weight loss category. Because, hey, why do we have to be so serious all the time? We launched the first campaign for our peak season in 2023 (our busiest time of year), and not only did it break every Noom record for performance, it also helped us unlock a new avenue to explore: personalization. Well, cut to 2024, and after the success of the campaign last year, we rev’d it to focus on Noom Med, Noom’s new offering, where people can get access to fast and affordable GLP-1 Meds. Keeping with the established New Recruits theme, we upped the comedy and also kept around some familiar faces.

Peak 2024

After the success of Office last year, we doubled down with two new iterations of the campaign: Pickleball and Post Office. Both are introducing Noom’s fast and affordable access to GLP-1s. These aren’t your typical weight loss ads, and that’s because Noom isn’t your typical weight loss company.

Not only did we launch 4 new TV spots, we also created A TON of social assets, from Meta, to YouTube, to Instagram and TikTok. We also sprinkled in a podcast just because we could.

TV :30/: 15

Social

Taking TVCs and throwing them on social doesn’t work, trust me we’ve tried and tried and tried. That’s why we created these assets to meet people where they are. On Meta, on YouTube, on YouTube Shorts, on Instagram, and on their phones (sorry for interrupting your podcast with our ad, BTW).

YouTube

Meta / Instagram

Podcast

Peak 2023

Each of us are built differently, yet so many weight loss brands have a one-size-fits all approach. Well, that’s not Noom and that’s not this campaign. For this fully integrated campaign, we highlighted Noom’s personalized weight loss plans and how they can work for a variety of different people, with different needs. So whether you have high cholesterol , or working out just isn’t for you, you can still reach your weight loss goals with Noom. This campaign ran on TV, OTT, YouTube (amassed over 41 Million views), YouTube Shorts, Facebook, TikTok and Pinterest, with custom creative across each channel.

TV :30/:15

Awareness :06

Sitting nicely at the top of the funnel, these 6s bangers do some heavy lifting in a short amount of time.