2019

Building a community of women around a high fiber keto diet.

INTRO

A PR campaign to raise awareness around the innovative HFK diet for women.

My team developed this public relations campaign proposal to land High Fiber Keto on best-seller lists and to create a lasting community of women empowered by the lifestyle Whittel advocates for. The proposal begins with an analysis of the keto space—the diet’s benefits, faults and the polarized discussion around its health risks. In-depth research was then done into Naomi Whittel as a brand and her owned and earned media, which was used in developing vision, values and purpose statements authentic to Whittel’s brand.

RESEARCH

To generate comprehensive and accurate results, our survey includes 43 questions total and takes a maximum of about eight minutes to complete, if the respondent answers all questions. Most questions have forced responses, so respondents cannot skip these questions during the survey. However, we will also adopt “display/skip logic” so that those who have no experience in certain sections, such as dieting and book-buying, will not encounter questions asking for more information in those sections

Through the survey, we determined how to better reach audiences by uncovering specific questions that cannot be answered through secondary research. We used an omnibus survey that consists of questions regarding:

Demographics
Lifestyle
Dieting
Cooking
Health and wellness
Reading and book purchasing habits
Media consumption

DOWNLOAD OUR SURVEY HERE.
DOWNLOAD OUR SURVEY RESULTS HERE.

GOALS

1. To drive women ages 35 and up to take charge of their health and reframe their relationship with food through Naomi Whittel’s high fiber keto diet.
Campaign Goals

2. To form female-led communities around the high fiber keto diet on media channels.

3. To make the HFK diet accessible and easy for busy women.

SWOT

Analysis

1. Strengths

Naomi Whittel has the knowledge, reputation and network in the wellness industry, which should build up her credibility among the target audience.
The success of Glow15 has laid the foundation for Naomi Whittel’s new book since these two books share a similar group of readers.
Whittel’s popular products can also act as places to raise awareness of the new book and transforming existing customers to readers.
The ketogenic diet has a huge potential in the wellness market as it has a growing number of followers.
Whittel is a New York Times best-selling author and is backed by authentic/recognizable experts and scientists.

2. Weaknesses

Although the market is expanding, keto is still a niche market with limited awareness since there are too many types of diets that have been known for a longer time than the keto diet, such as vegetarian, low-fat, low-calorie, etc.
As everything is on social media, the platform of High Fiber Keto is confined, which means that the book can only target a small portion of all potential customers in the market.
Whittel isn’t the first to discover the keto diet. There are already a variety of books on this topic.
Not FDA approved and no long-term scientific evidence.

3. Opportunities

Healthy eating is becoming a trend with more beginners, which means that the size of potential readers of High Fiber Keto will grow.
The market is still open to innovations. Most of the keto books on Amazon include two parts, an introduction of the keto diet and keto recipes. Therefore, books with new content and ideas are likely to stand out.
Whittel already has a dedicated following that uses many of her other products.
Whittel has the potential to be top anti-aging dietary method guide and to change the perception of dieting and self-help books.
A spike in interest in keto.

4. Threats

Due to the lack of certification and qualification of writing a book on the keto diet, the barrier of entry for this field is low, which indicates high competitiveness in this market.
As there are more than 40,000 results for keto books on Amazon, the huge number of existent books is threatening the competitiveness of the new book.

EVALUATIONS

The achievement of our campaign objectives will be the main method of measuring the success of this HFK campaign. For this campaign, since there are six objectives in total, there will be six measurements for each objective.

Post-campaign survey
Media coverage
App downloads
Social media engagement
Rating of the podcast
Best-seller list