Background
'Lose to Win' was a prime-time reality TV series, where participants were put through a boot-camp regime to lose weight, drawing a viewership of 200,000 in Singapore.
Aim
This year, 'Lose to Win 3' turned to social media with the same viewership target. Instead of an intense exercise-centric reality TV programme, the reality show leaned toward creating a community of social support for the participants and providing more informative tips.
Execution
The reality show leveraged the strengths of Facebook and turned on friends, families and a nation to support 300 participants to shed the kilos, for the social experiment to 'win fans and lose fat'.
Participants were encouraged by constant positive messages and wall posts. These won over fans and sparked a groundswell of dialogue and exchanges on weight loss.
Video highlights of the physical, nutrition and mental well-being activities were posted on Facebook, which had enabled fans at home to start on their own weight loss journeys.
An 'agony aunt' feature called 'Ask Rob' was introduced to bust myths on physical activity and nutrition while presenting proven truths of losing weight.
Results
The Facebook fan base increased to 14,282 fans from 1,008, with 739 actively on the programme during the seven months. The viewership target of 200,000 was hit within three months.
