Popular French Diet Plan Gets Online Marketing Boost to Develop UK Presence
The popular Dukan Diet, developed by French nutritionist Dr Pierre Dukan, is aiming at growing its presence in the UK by appointing digital media agency Mediarun to develop its online business and build its brand presence.
The move will effectively put the diet plan into direct competition with more established dieting programmes such as WeightWatchers and Rosemary Conley.
Dukan has sold 2.5m copies of the diet book thus far. It is a four-stage programme which includes ongoing online and telephone support. Its web platform was launched in the UK in February with the aim of targeting English-speaking dieters in the UK, Australia and New Zealand. The platform allows users to calculate their 'true weight' and buy a coaching plan paid for on a price-per-day basis.
Mediarun will develop a social media strategy to grow the Dukan Diet's brand engagement in the UK, while a search marketing strategy will aim at building its online presence for non-brand, generic dieting terms.