Having launched the digital incarnation of the Tony Ferguson Weightloss brand in the UK, The Dubs was subsequently asked by Tony Ferguson Weightloss to create a brand engagement campaign to run on Facebook.

The Dubs created and produced ‘The Buddies’, an eight week branded content series which kicked off with a global recruitment drive across Facebook to find two individuals who were willing to buddy-up and follow the Tony Ferguson Weightloss Programme for eight weeks; sharing their weight loss stories and experiences in real time and every day, via the Tony Ferguson Facebook channel.

The Buddies series saw daily micro content from Philippa and Claudine (The Buddies) appearing on the Tony Ferguson Facebook Wall as well as a weekly round-up video produced per week which featured The Buddies in conversation; rounding up and discussing the highs and lows of their respective weeks and incorporating, amplifying and debating themes and tips touched on by the global Facebook community.

The weekly round-up videos can be viewed via the Tony Ferguson Weightloss Facebook page.

The Dubs also rolled out a BMI Checker via Facebook during the campaign period to contextually complement The Buddies series and further drive traffic between the global suite of Tony Ferguson websites and the brand’s unique Facebook proposition within the weight loss market.

Overall, the bulk of all media traffic to The Tony Ferguson Facebook page during The Buddies campaign period was via video views (The Buddies weekly videos) and per month, The Buddies was attracting upwards of 3,500 active users and an average of 5,000 views per post.

Retention of fans was also excellent, with an average retention rate of 71%. Undoubtedly there was a positive correlation between fan loyalty and new content; the more new content released, the higher the ratio of loyal fans.

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