Have you ever been trapped in an eating cycle, but didn’t know it? In this campaign, we brought to life the unhealthy eating cycles we fall into (but aren’t actually aware of) and showed how Noom’s psychology-backed program helps us break out of them.
This campaign converted 53% better than the control, but we also saw in testing that over 3 in 4 users walked away with impressions that Noom was innovative, unique, high quality and trustworthy. Which is why we created two rounds of this campaign—for the 2021 and 2022 peak seasons.
Directors: Dave Meyers and Zaid Al-Asady