Here’s an interesting case study in crowdsourced social media branding: Weight Watchers, which faced some PR challenges when its spokeswoman Jessica Simpson got pregnant in the middle of her contract, found its newest celebrity backer via Twitter search!

The company’s social media team noticed that comedienne Ana Gasteyer had been tweeting about her weight loss experience and brought her feed to executives’ attention. They quickly moved in to secure her as a spokesperson — and now she’s created a series of TV and online ads set to debut this month. We can see why they’d be interested after reading tweets like these:

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