Noom Breaks Into New Markets Via Content Partnership With The Independent

As a global health and fitness company, Noom helps its customers achieve their weight loss goals through its award-winning programme and associated mobile app. Noom users can achieve sustained success by leveraging the programming to build healthy habits.

In addition to the mobile app and tailorable programming, Noom also provides clients with bespoke packages. Noom lays the foundation for healthier living by teaching clients how to adopt lasting behavioural changes.

267%

increase in year-over-year sign-ups

2,600+

UK enrollments over 2021

17,000

clicks generated over 2021

OUR APPROACH

Upper-Funnel Strategy

Acceleration Partners crafted a dual-purpose upper-funnel strategy that moved Noom closer toward its two goals for the UK market.

The team concluded that forging a partnership with a regional organisation would allow the client to achieve its goals more expediently. They leveraged an existing positive relationship with The Independent – whose huge online audience closely aligned with Noom’s target demographic – to negotiate exposure through a hybrid payment model.

Via the Partner Hub, Noom provided The Independent with fresh and captivating branded content (e.g., testimonials, product information), imagery, and campaign messaging. The Independent leveraged a multifaceted promotional approach to incorporate Noom content into newsletters and social media promotions and routed native traffic to on-site materials.

As a result, The Independent became a top-3 partner for Noom; and, based on the program’s success, Noom expanded the programme to include The Evening Standard.