DJ Khaled Is Key to Weight Watchers Reaching the Snapchat Generation


DJ Khaled - Weight Watchers

On New Year’s Day, Weight Watchers International didn’t announce what you might expect—a new weight loss program, although it does already have one of those in WW Freestyle™.

Instead, it announced music magnate, producer and recording artist DJ Khaled as its first ever social media ambassador. It’s an inspired move that will bring Weight Watchers to the Snapchat generation as he embraces the WW lifestyle and commits to healthy living with the new WW Freestyle™ program. (Update: It also differentiates from competitors, with Atkins announcing Rob Lowe as its new brand ambassador.)

Of course, it’s not only Khaled but his massive community of social media followers that intrigued Weight Watchers to sign him. He reportedly gets 4-5 million views on each of his Snaps. He has more than 8.9 million followers on Instagram and 3.92 million followers on Twitter.

The 40-year-old Khaled announced that he had already lost 20 pounds on the program and was inviting the world to follow his weight loss journey. Weight Watchers’ stock price soared as investors welcomed the news.

How it played out on social media:

The smile you make when @oprah tweets you ! #2018 let’s go!

A post shared by DJ KHALED (@djkhaled) on

More details from the press release:

DJ Khaled has set out to make a lasting shift and be healthier for himself and for his family, and he is inviting his community to join him on his journey to greatness in the New Year. DJ Khaled was introduced to Weight Watchers through Roc Nation, and together they created this unique relationship.

As a Weight Watchers member and social media ambassador, DJ Khaled will document his experience and progress on the new WW Freestyle program on his social channels – including Snapchat (@djkhaled305), Twitter, Instagram, and Facebook— speaking candidly about how the program has given him the freedom and flexibility to make healthier choices while keeping up with his busy lifestyle.

“Weight Watchers is all about being great and being your best self. My son is my love, my life, and I need to be great for him,” said DJ Khaled. “To be great is to be healthy; to be healthy means a shift in my lifestyle, and the new WW Freestyle program is all about healthier habits for my life. The WW program and community is my partner in this process to greatness, and I’m grateful for what’s to come and to share my journey with you all.”

“DJ Khaled has an incredibly authentic drive and passion to inspire others through his wellness journey and experiences on WW Freestyle,” said Mindy Grossman, President and Chief Executive Officer, Weight Watchers International, Inc. “Being healthier is not just about weight anymore. It’s about overall health and wellness—being your best self. By capturing and sharing his process, he will enliven and inspire his community, showing that it’s possible to integrate healthy habits into your life.”

DJ Khaled is working with a Weight Watchers coach and using the Weight Watchers mobile app to follow WW Freestyle. The new program launched in December 2017 with a campaign featuring Oprah Winfrey, who is also board member, owner and strategic advisor to the company.

WW Freestyle guides members toward a healthier pattern of eating and living, resulting in improvements both on and off the scale. The new program builds on the highly successful and effective SmartPoints® system by expanding zero Points® foods from only fruits and vegetables to a list of more than 200 delicious, satisfying foods, such as eggs, beans, chicken, corn, seafood and tofu.

DJ Khaled is a world-renowned record producer, radio personality, and DJ who has worked with countless A-list artists and has produced ten studio albums of his own since 2006.

To follow DJ Khaled’s journey on Weight Watchers, follow him on Snapchat (@djkhaled305), Instagram, Twitter, and Facebook.

Weight Watchers International, Inc. is one of the most recognized and trusted brand names among weight-conscious consumers. Weight Watchers provides commercial weight management services through a global network of Company-owned and franchise operations and offers innovative, digital weight management products through its websites, mobile sites and apps.

The Company’s weight management program helps millions of people around the world lose weight through sensible and sustainable food plans, activity, behavior modification and group support. Weight Watchers has an unparalleled network of service providers to assist members on their journey and also offers a wide range of products, publications and programs for those interested in weight loss and healthier living.