Executive Summary Kaleidoscope’s campaign will connect with users on the premise that Zestar’s audience wants more; thus we will deliver on the message that Zestar delivers a unique weight loss experience crafted around you and your habits. It’s a lifestyle that rewards you with continuous engagement.
Phase III Conclusion
This campaign goes beyond what has been achieved by other brands and aims to set Zestar at the top of the App Store market in terms of healthy living and living well.
Phase II
The creative execution will feature a carefully thought out integrated marketing campaign that spans across the print and digital landscape, and allows for cloud-based access to online communities.
Phase I
Kaleidoscope found Zestar’s current demographic is reliant on new media, technology, and entertainment as their means for incentive and engagement. Furthermore, this demographic enjoys when things are suited to their preferences. With that in mind, the Kaleidoscope team sought out to find a solution that not only answers the need for an incentive, but serves Zestar’s audience in a way that other competitors have not. It is necessary that the campaign draws on the research gathered, speaking to the disconnect users have with their diet plans.
Through the help and guidance offered by Kaleidoscope, Zestar will become a brand and image of community and incentive, which propelling users into a lifestyle that is healthy, long-term, and fulfilling.
Creative
Zestar is a new diet and weight loss app that prides itself on being scientifically backed and true to individuals’ needs to boost their metabolic rates. This technology is in competition with an already saturated weight loss market, requiring a differentiated and unique strategy to break through the clutter and be disruptive.
Research
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