Weight Watchers didn’t have an awareness problem—it had a consideration problem. For many, it was still “something my mom did.” Inspired by the nostalgia around vintage Weight Watchers Magazine covers, we saw an opportunity to turn “not your mother’s WeightWatchers” into “we are mother,” tapping into the Gen Z mantra while showing how the brand had evolved.

The idea came to life through five creator-led covers featuring Whitney Leavitt, Cynthia Bailey, Taylor Strecker, Mama J Rae and Raven Goodwin, alongside social-first video and an editorial cover story. It expanded across creator and WW channels through influencer content, BTS moments and social assets.

As Weight Watchers’ Head of Social & Influencer, I identified the opportunity and led it from concept to launch. I shaped the creative and campaign strategy, cast the headline-grabbing talent who authentically used WW, managed the production team and built the integrated marketing framework across social, influencer and paid.

Built from idea to launch in under a month, The Mother Issue became WeightWatchers’ most successful social campaign to date, generating 22M+ organic video views, 1M+ engagements, 20K+ site clicks and 90% non-follower reach. But the campaign traveled beyond our own channels, sparking Reddit threads, reaction videos and UGC from people weighing in on the campaign and the brand itself, while earning coverage in Ad Age and People.