Weight Watchers signs pop culture icon, DJ Khaled

DJ Khaled is a hybrid, with over 15 million social media followers including nearly 9 million on every marketer’s favorite platform, Instagram.

DJ Khaled and his son, Asahd.In the battle to captivate a massive audience looking for a “new you” in the New Year, Weight Watchers has absolutely dominated the marketplace with the signing of pop culture icon, DJ Khaled.

DJ Khaled is many things to many people including a father, and he is someone that speaks to and influences a very diverse audience from 15-45 years old. Some know him from TV, music, videos and commercials, others see him as a spokesperson for social equality and the American dream.

Weight Watchers’ proactive collaborations with diverse celebrities has provided the company a significant boost in sales per their own reporting in 2017. Companies such as Nutrisystem, with aged spokesperson Marie Osmond, must upgrade their image as Ms. Osmond’s demographic surely has to be 55 years old and older. While Baby boomers do matter, millennials, Gen X and Gen Y’ers are where marketers are placing their bets long term.

The data speaking to the effectiveness of celebrity marketing campaigns is a mixed bag with most brands leaning toward some type of social media influencer instead. DJ Khaled is a hybrid, with over 15 million social media followers including nearly 9 million on every marketer’s favorite platform, Instagram. Time will tell if DJ Khaled can keep the momentum going for Weight Watchers after a successful boost from the signing of Oprah last year. Having said that, the brand’s differentiation coupled with their spot-on PR work will generate massive 1st quarter numbers. We’ll have to wait to see what happens in 3rd quarter to really judge the long-term benefit of this celebrity endorsement deal.

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