Case Study – Noom Media & Branding Campaign

The weight loss and wellness company, Noom, had little national name recognition back in 2016, despite being popular with consumers. But all that changed after MACIAS PR took over their media coverage that year.

From the start, we faced challenges in the crowded weight loss space, and had to identify unique angles to differentiate Noom in a crowded weight loss market. Mark Macias worked closely with the founders to create a comprehensive strategy to elevate their brand via earned media.

Within the first month of collaboration, MACIAS PR secured its first story came with CBS News. The segment highlighted how Noom’s mobile app was helping pre-diabetics and diabetics manage their conditions. Over the next three years, this media coverage continued with hundreds of stories appearing with major news outlets.

Media coverage included: NBC Today Show, People Magazine, Men’s Health, Women’s Health, CNBC, PIX 11 in NYC, CNN, Fortune, TechCrunch, Entrepreneur, New York Post, and more.

MACIAS PR also helped expand Noom’s reach with Spanish consumers by placing stories with Telemundo and Univision.

B2B and B2C Media Campaign

Besides the B2C focus, Noom also needed help promoting their B2B service targeting HR leaders and providers. MACIAS PR developed a tailored B2B strategy that secured features that explained the B2B service with outlets like MobiHealthNews, The American Journal of Managed Care, Fierce Biotech, FW Pharma, Med City News, among others.

The narrative for all of these stories emphasized Noom as an employee benefit that could save companies money from a health care spend perspective.

Measurable Results from Media and Branding Campaign

Google named Noom one of the top-trending diet terms in their annual “Year in Search Report” in 2018 and 2019. This increased search exposure was a direct result of our media coverage.

And a year after we launched this branding company, Fast Company Magazine named Noom a Breakthrough Brand in 2017. Noom did not have a Chief Marketing Officer during the entire time we worked together. Our media and branding strategy came from our time working directly with the founders.

Media Exposure Helps with Fundraising

Our media campaign also helped support Noom’s fundraising goals. MACIAS PR conceptualized angles that resonated with reporters and investors, showcasing the digital health company as a top disruptor in health tech.

Despite the challenges of obtaining media coverage for investment rounds, MACIAS PR successfully navigated and ensured Noom received extensive and positive exposure. Our PR team secured media coverage for Noom’s $58 million investment round with outlets like TechCrunch, Fortune, Entrepreneur, and AlleyWatch in 2019.

Media Trained Founders and Spokespeople

Throughout the partnership, Mark Macias media trained the C-suite for all media interviews.

For a more detailed case study, please reach out to us. We can share a more in-depth case study that reveals even more successes from our 3+ year relationship with Noom. You can also get a PR estimate by clicking here.

ABOUT MACIAS PR

Finance Monthly and ACQ5 5 – an international industry award – named MACIAS PR the 2017-2020 Strategic PR Firm of the Year, and PR Firm of the Year. This was the third year in a row that Finance Monthly recognized our firm. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with Entrepreneur and Forbes, providing media analysis, insight and crisis advice on timely business topics.