Noom Wins High Effectiveness Marks for its “Lose For Keeps” Campaign
Noom, the leading behavior change company, has spent 15 years studying what actually makes weight loss last. The company focused its marketing in 2025 on driving awareness that it offers GLP-1 medications to support weight loss. In 2026, Noom’s strategy shifted to align with consumers’ questions around how to keep the weight off and maintain healthy habits long term. Given its focus on psychology-backed behavior change, Noom was well placed to join the conversation in a competitive GLP-1 market.
The brand enlisted actress and comedian Rebel Wilson to star in its “Lose For Keeps campaign and serve as Noom’s Chief Wellness Ambassador. Five years ago, Rebel lost 80 pounds with the support of GLP-1 medication and has successfully maintained her progress as well as openly discussed and documented her health journey.
“We understand how important a healthy mindset and habits are to meaningful and long-term results,” said Rachel Mahoney, Chief Brand Officer, Noom. “Rebel is an amazing ambassador because her experience with GLP-1 medication and her commitment to lasting lifestyle changes builds authenticity while her humor helps us land our messaging in a different and memorable way.”
Developed with agency partner Mekanism, the campaign showcases how GLP-1 medication in combination with healthier habits supports lasting weight loss. To do so, the work leverages metaphors, equating a long-term weight loss journey with learning to ride a bike first with, then without training wheels.
Noom partnered with System1 for ad testing to predict and improve the commercial impact of its creative ahead of the launch. System1’s Test Your Ad platform measures consumers’ emotional responses to advertising to predict short-term effects and long-term profit gain and market share growth. Testing early and often helps brands continually finetune creative based on real audience insights.
System1 delivers three lead metrics in its Test Your Ad reports:
Noom began by testing four animatics coupled with System1’s Guidance offering. Guidance provides a deep dive into the key effectiveness metrics, emotional responses and signals, plus recommendations around story arc, characters and other creative features. The insights help marketers reduce neutrality and increase emotional dynamism, attention and memorability.
In particular, the Guidance for Noom centered on clarifying messaging, simplifying the metaphor and drawing a distinct connection to the brand and prioritizing Showmanship creative features defined by System1 Chief Creative Officer Orlando Wood. The recommendations included leaning into character-led moments, avoiding fast-cut scenes and balancing a story unfolding with distinctive brand assets. It also emphasized the importance of providing a peak-end (i.e., concluding the story positively) by allowing enough time to resolve negative emotions.
Based on the testing and Guidance, which identified two of the four routes as particularly strong, Noom proceeded with “Training Wheels” and “Mute Button” and even developed two separate versions of “Training Wheels” to best land the humor and the ending.
“We wanted to make sure the campaign felt playful, low-pressure, sharp, unfiltered, and different from the rest of the category, where pharma advertising is much more heavy-handed and based in fear,” said Vidhi Shah, Executive Creative Director, Mekanism.
The Test Your Ad reports and Guidance reinforced Rebel as a relatable, inspiring and funny spokesperson. She received positive feedback from respondents on her likability and the ads left the audience feeling ‘Pride’ and ‘Pleased for Others’ as well as ‘Uplift’ and ‘Excitement.’
Following System1’s Guidance, Noom’s subsequent testing of “Training Wheels” and “Mute Button” delivered impressive results and lifts across the three metrics. In particular, “Training Wheels” saw a 0.8-Star increase, a shift from ‘Low’ Spike to ‘Exceptional’ and an 8% uplift in brand recognition. Meanwhile, “Mute Button” experienced a significant increase in short-term potential, from ‘Modest’ to ‘Strong.’
The campaign launched in July 2026 across national television, streaming, social, and digital, with specific iterations for social channels that included metaphors comparing weight loss to a roller coaster and a game of ping-pong.
“Involving Rebel in the creative process helped us ensure the humor was authentic and would connect with audiences,” added Mahoney. “Then testing and Guidance from System1 enabled our team to narrow down which creative routes would resonate the most and identified ways to further optimize the campaign to drive the greatest impact.”
"Testing and Guidance from System1 enabled our team to narrow down which creative routes would resonate the most and identified ways to further optimize the campaign to drive the greatest impact."
Rachel Mahoney Chief Brand Officer, Noom
As World leaders in predicting and improving advertising effectiveness, Test Your Ad provides the most accurate/predictive metrics.