To celebrate the launch of their new health-conscious Powerbowl menu, Panera Bread partnered with LoseIt!, the popular weight loss mobile app, to bring their customers a unique and innovative social challenge. Power your day with LoseIt! and Panera to lose 5 pounds in 6 weeks.
The Panera LoseIt! Challenge used social “challenges” to help customers on their way to a healthier lifestyle while promoting social engagement and ongoing conversation. Along the way, Panera uncovered a new exciting way to engage with customers and provide real value that delivered on their mission for more conscious eating.
It was important to create a seamless experience from the campaign entry points to the landing page while also blending in with the newly updated site. As the visual lead on this project, I worked directly with a designer and onshore development team to ensure that the design was a perfect blend of the campaign elements combined with the panerabread.com look and feel. With my depth of understanding of the client, I also became the team go-to on questions of brand fit.
A total of 156, 618 people participated in the Panera LoseIt! Challenge. The campaign successfully sustained interest and engagement over the entire 6-week period. Most significantly, it also changed behavior, with a total of 243, 858 pounds lost by participants.
