"In July, Sundberg published a newsletter headlined "1 in 3 Feed Me readers surveyed use a GLP-1." Despite being sponsored by a company that sells weight-loss medication, the post doesn't shy away sharing its negative perceptions. In one anonymous quote submission, a reader said, "It's kind of cheating, shouldn't we all work to get healthy, not thin?" Another said: "I am still embarrassed for other people if they get on them.""
"Found's main goal in sponsoring a Feed Me post was to build brand affinity, per Gritzmacher. Because of this, the company measured its success through engagement metrics like open rate, read time, comments, and shares, rather than last-click sales. "We're thinking about it in a more non-traditional way that might drive your CFO nuts," Gritzmacher says. She says that more than 1,000 readers took Sundberg's survey and the resulting post "far exceeded" common open-rate benchmarks."
A weight-care company partnered with a Substack newsletter to survey readers about GLP-1 weight-loss medications. Survey responses showed stigma and mixed feelings, including comments calling medication "cheating" and expressing embarrassment for others using them. The sponsoring company sought to reduce stigma and build brand affinity by surfacing reader insights and sparking conversation. Success was measured through engagement metrics such as open rate, read time, comments, and shares rather than last-click sales. More than 1,000 readers participated and the resulting post exceeded common open-rate benchmarks.
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