The Breakdown

Influencers have taken over social media. They tell us what to buy, where to buy it, and how (with their suggestions) we can change our lives in ways we never thought possible. Yeah, that’s actually what they think. But users are starting to get hip to what’s going on and “deinfleuncing” has started to creep into the feeds of users. With a perfect mix of strategy and timing, we launched our Unfluencer campaign to dispel all the myths about the weight loss industry. We used all the familiar tropes and trends from fitness influencers to create a series of spots to launch on DTV, YouTube, YouTube shorts, Facebook, Instagram, TikTok, and Pinterest. Each execution was cut off from our hero spot and was able (with some great editing) to hit each part of the funnel.

Unfluencer - Work It: 60s
Leaning into fitness influencers, the first spot opens with an engaging hook to grab attention with the latest and greatest weight loss hack, but soon shifts gears to dispel all those myths and set Noom up as the only weight loss program that puts the user first.

Unfluencer - Fed Up: 60s
Our second spot turned its focus to the all-too-popular food influencers. Using a feed-stopping hook, we entered a world of colon cleanses, blueberries baths, and of course, matcha.