ShakeAway Worldwide

Issue: A worldwide phenomenon since the opening of its first location in the U.K., ShakeAway is the World’s Largest MilkShake Bar Company™ and original re-inventor of the milkshake. ShakeAway offers 180 delicious ingredients and millions of combinations to choose from for a variety of customized-to-order shakes, frozen yogurts, smoothies and more.   Poised for expansion to the U.S. market, ShakeAway turned to Coyne to help give American investors and potential franchisees a reason to fall in love with the milkshake all over again.  

Idea: ShakeAway opened its first U.S. store in Georgia, New York and California in 2014.  Coyne developed a strategic public relations plan to introduce ShakeAway to the U.S. market.  Understanding the need to attract franchisees and potential investment partners for continued growth in the U.S., Coyne developed messaging including a company fact sheet, key message document, executive biography and a press release to announce ShakeAway’s expansion in the U.S.  The team also targeted influential media in the business and quick-service industry to raise the company profile and unique business opportunities that ShakeAway brings to the table.  

Impact: Coyne helped introduce ShakeAway’s uniquely successful business model and attract franchisees, encouraging further market expansion throughout the U.S with coverage in key publications such as Entrepreneur Magazine, Restaurant Business, QSR Magazine Online, FastCasual.com, and Franchising.com.  With little to no previous engagement or presence in the U.S. market, the brand pointed to PR as a main contributor for the hundreds of inquiries received from franchisees all across the nation, including several offers to buy the company!  

Mixing Things Up in the U.S.

Issue: A worldwide phenomenon since the opening of its first location in the U.K., ShakeAway is the World’s Largest MilkShake Bar Company™ and original re-inventor of the milkshake. ShakeAway offers 180 delicious ingredients and millions of combinations to choose from for a variety of customized-to-order shakes, frozen yogurts, smoothies and more.   Poised for expansion to the U.S. market, ShakeAway turned to Coyne to help give American investors and potential franchisees a reason to fall in love with the milkshake all over again.  

Idea: ShakeAway opened its first U.S. store in Georgia, New York and California in 2014.  Coyne developed a strategic public relations plan to introduce ShakeAway to the U.S. market.  Understanding the need to attract franchisees and potential investment partners for continued growth in the U.S., Coyne developed messaging including a company fact sheet, key message document, executive biography and a press release to announce ShakeAway’s expansion in the U.S.  The team also targeted influential media in the business and quick-service industry to raise the company profile and unique business opportunities that ShakeAway brings to the table.  

Impact: Coyne helped introduce ShakeAway’s uniquely successful business model and attract franchisees, encouraging further market expansion throughout the U.S with coverage in key publications such as Entrepreneur Magazine, Restaurant Business, QSR Magazine Online, FastCasual.com, and Franchising.com.  With little to no previous engagement or presence in the U.S. market, the brand pointed to PR as a main contributor for the hundreds of inquiries received from franchisees all across the nation, including several offers to buy the company!  

Goodyear Tire & Rubber Company

Issue: As the title sponsor of the College Football Playoff Goodyear Cotton Bowl Classic for the second consecutive year, Goodyear challenged Coyne to drive consumer awareness of the brand’s involvement in college football throughout the entire season. Coyne was charged to develop a big idea to generate awareness around the game and the brand’s commitment to the sport. The activation would need to complement Goodyear’s season-long ‘tradition’-themed campaign, which included a new ad campaign focused around the company’s 60th anniversary year of providing aerial coverage for college football.

Idea: After analyzing extensive research and with a complete understanding of the college football landscape, Coyne landed on the idea of creating a unique stunt that would elevate the Goodyear brand, as well as their sponsorship of the Goodyear Cotton Bowl Classic to generate mass national and local media buzz. Coyne set forth to break a Guinness World Record for the World’s Largest Game of Cornhole, a traditional college tailgate game, but take it to new heights by playing the game from the iconic Goodyear Blimp.  Coyne PR recommended hosting the larger than life event days before the Goodyear Cotton Bowl Classic to create buzz leading up to the playoff game. To further tie the stunt into the college football playoff game, Coyne PR invited mascots and cheerleaders from the competing teams of the Goodyear Cotton Bowl Classic, Michigan State University and the University of Alabama, to take a ride in the Goodyear Blimp, Wingfoot One, to compete in the oversized game of corn hole.

Impact: The Guinness World Record for the World’s Largest Game of Cornhole proved to be an immense hit leading into the Goodyear Cotton Bowl Classic with national and local media and widespread coverage resulted in online, print and broadcast media. Overall, through aggressive media outreach, social media activity, and onsite consumer impressions, Coyne PR helped Goodyear break through the crowded conversation surrounding the highlights of the college football playoff game coverage. The news appeared in more than 1,470 broadcast, print and online stories, resulting in over 101 million impressions. With a total earned ad value of $2,518,000 and a budget of $185,000, the return on investment for the World’s Largest Game of Cornhole was 13.6:1.

Bringing Together College Traditions with World's Largest Game of Cornhole

Issue: As the title sponsor of the College Football Playoff Goodyear Cotton Bowl Classic for the second consecutive year, Goodyear challenged Coyne to drive consumer awareness of the brand’s involvement in college football throughout the entire season. Coyne was charged to develop a big idea to generate awareness around the game and the brand’s commitment to the sport. The activation would need to complement Goodyear’s season-long ‘tradition’-themed campaign, which included a new ad campaign focused around the company’s 60th anniversary year of providing aerial coverage for college football.

Idea: After analyzing extensive research and with a complete understanding of the college football landscape, Coyne landed on the idea of creating a unique stunt that would elevate the Goodyear brand, as well as their sponsorship of the Goodyear Cotton Bowl Classic to generate mass national and local media buzz. Coyne set forth to break a Guinness World Record for the World’s Largest Game of Cornhole, a traditional college tailgate game, but take it to new heights by playing the game from the iconic Goodyear Blimp.  Coyne PR recommended hosting the larger than life event days before the Goodyear Cotton Bowl Classic to create buzz leading up to the playoff game. To further tie the stunt into the college football playoff game, Coyne PR invited mascots and cheerleaders from the competing teams of the Goodyear Cotton Bowl Classic, Michigan State University and the University of Alabama, to take a ride in the Goodyear Blimp, Wingfoot One, to compete in the oversized game of corn hole.

Impact: The Guinness World Record for the World’s Largest Game of Cornhole proved to be an immense hit leading into the Goodyear Cotton Bowl Classic with national and local media and widespread coverage resulted in online, print and broadcast media. Overall, through aggressive media outreach, social media activity, and onsite consumer impressions, Coyne PR helped Goodyear break through the crowded conversation surrounding the highlights of the college football playoff game coverage. The news appeared in more than 1,470 broadcast, print and online stories, resulting in over 101 million impressions. With a total earned ad value of $2,518,000 and a budget of $185,000, the return on investment for the World’s Largest Game of Cornhole was 13.6:1.

2U

Issue: As online education innovator 2U launched its “Semester Online” consumer brand, offering engaging, undergrad online courses for credit from top Universities, Coyne was asked to help credential their experience within the higher ed community and pique the interest of students as their second semester of enrollment began.

Idea: Coyne orchestrated a series of media announcements and milestones that would give influencers and education media a sense of Semester Online’s momentum and make the brand more searchable.  And to make the client’s unique user experience tangible, Coyne produced a series of online assets that visually brought the online classroom to life for traditional and online media.

Impact: The campaign secured coverage from key higher ed technology publications such as BizEd, Campus Technology, Education Dive and Education Technology.  The team also achieved a diverse blend of consumer coverage designed to reach students and parents, including an insightful Marketwatch radio interview, a Daily Buzz segment that aired in 165 markets (including priority college markets) and numerous forward-looking stories that ran in community, student and alumni publications surrounding priority universities. In some cases, the news outlets interviewed school officials (registrars or faculty advisors), in turn educating potential customers about Semester Online.

Putting the Media Through Semester Online “Orientation”

Issue: As online education innovator 2U launched its “Semester Online” consumer brand, offering engaging, undergrad online courses for credit from top Universities, Coyne was asked to help credential their experience within the higher ed community and pique the interest of students as their second semester of enrollment began.

Idea: Coyne orchestrated a series of media announcements and milestones that would give influencers and education media a sense of Semester Online’s momentum and make the brand more searchable.  And to make the client’s unique user experience tangible, Coyne produced a series of online assets that visually brought the online classroom to life for traditional and online media.

Impact: The campaign secured coverage from key higher ed technology publications such as BizEd, Campus Technology, Education Dive and Education Technology.  The team also achieved a diverse blend of consumer coverage designed to reach students and parents, including an insightful Marketwatch radio interview, a Daily Buzz segment that aired in 165 markets (including priority college markets) and numerous forward-looking stories that ran in community, student and alumni publications surrounding priority universities. In some cases, the news outlets interviewed school officials (registrars or faculty advisors), in turn educating potential customers about Semester Online.

Harman

Issue: Baseball stadiums across the country are leveraging sound and upgrading their audio systems to create better fan experiences. Harman overhauled the entire sound system in San Diego’s Petco Park and challenged Coyne to help the brand showcase the change in sound needs throughout professional baseball.

Idea:  Coyne devised a media outreach plan surrounding the Petco Park installation and the science behind wiring modern-day stadiums to deliver the ideal sound experience. In addition to featuring Petco Park, the team decided to also highlight the recent work done at Chicago’s Soldier Field and the Edward Jones Dome in St. Louis. Coyne’s strategy was to highlight the fact that a stadium sound system can take up to two years to design. In San Diego, the architectural layout of Petco combined with the ocean air nearby made that design more interesting. Every exposed speaker in the building was changed out with JBL weatherized products to help them survive year-round so close to saltwater. In the upper deck alone, Harman installed four different types of speakers, each type used at least 23 times as part of a distributed system with hundreds of individual boxes from JBL.

Impact: In addition to other coverage, the team secured a large story with SI.com, garnering more than 19 million media impressions alone.

Showcasing the Science Behind Stadium Audio Systems

Issue: Baseball stadiums across the country are leveraging sound and upgrading their audio systems to create better fan experiences. Harman overhauled the entire sound system in San Diego’s Petco Park and challenged Coyne to help the brand showcase the change in sound needs throughout professional baseball.

Idea:  Coyne devised a media outreach plan surrounding the Petco Park installation and the science behind wiring modern-day stadiums to deliver the ideal sound experience. In addition to featuring Petco Park, the team decided to also highlight the recent work done at Chicago’s Soldier Field and the Edward Jones Dome in St. Louis. Coyne’s strategy was to highlight the fact that a stadium sound system can take up to two years to design. In San Diego, the architectural layout of Petco combined with the ocean air nearby made that design more interesting. Every exposed speaker in the building was changed out with JBL weatherized products to help them survive year-round so close to saltwater. In the upper deck alone, Harman installed four different types of speakers, each type used at least 23 times as part of a distributed system with hundreds of individual boxes from JBL.

Impact: In addition to other coverage, the team secured a large story with SI.com, garnering more than 19 million media impressions alone.

South African Tourism

Issue:  Tasked with identifying the next BIG way to educate consumers on on the wide variety of unique and memorable experiences available in South Africa, Coyne PR proposed and executed a free mobile concert in Times Square showcasing South Africa’s culture – one of the destination’s ‘BIG 5’ experiences promoted by South African Tourism.

Idea: Arriving atop an awe-inspiring double-decker bus adorned in colorful Ndebele artwork, renowned Grammy-nominated South African musicians, Hugh Masekela and Vusi Mahlasela surprised and delighted passersby with a performance highlighting their distinct jazz-infused style and rich musical heritage. The charismatic Sindisiwe Nxumalo, current cast member of “The Lion King” on Broadway, served as Master of Ceremonies, enlightening the audience on South Africa’s diverse ‘BIG 5’ travel offerings, including adventure, romance, entertainment, safari, and of course, culture.

Impact: Timed to the start of Carnegie Hall’s UBUNTU: Music & Arts of South Africa festival, the larger-than-life celebration was enjoyed by more than 100 consumers, trade partners, and esteemed members of the South African Consulate General in New York. It was attended and covered by top-tier local, national and global media outlets, including Time Out New York, TravelPulse.com, WBGO Jazz, Africa.com, CCTV Africa, Essence, among others, and resulted in a total of more than 300 media placements and nearly 76 million impressions.

South Africa Takes Over NYC with Mobile Pop-Up Concert in Times Square

Issue:  Tasked with identifying the next BIG way to educate consumers on on the wide variety of unique and memorable experiences available in South Africa, Coyne PR proposed and executed a free mobile concert in Times Square showcasing South Africa’s culture – one of the destination’s ‘BIG 5’ experiences promoted by South African Tourism.

Idea: Arriving atop an awe-inspiring double-decker bus adorned in colorful Ndebele artwork, renowned Grammy-nominated South African musicians, Hugh Masekela and Vusi Mahlasela surprised and delighted passersby with a performance highlighting their distinct jazz-infused style and rich musical heritage. The charismatic Sindisiwe Nxumalo, current cast member of “The Lion King” on Broadway, served as Master of Ceremonies, enlightening the audience on South Africa’s diverse ‘BIG 5’ travel offerings, including adventure, romance, entertainment, safari, and of course, culture.

Impact: Timed to the start of Carnegie Hall’s UBUNTU: Music & Arts of South Africa festival, the larger-than-life celebration was enjoyed by more than 100 consumers, trade partners, and esteemed members of the South African Consulate General in New York. It was attended and covered by top-tier local, national and global media outlets, including Time Out New York, TravelPulse.com, WBGO Jazz, Africa.com, CCTV Africa, Essence, among others, and resulted in a total of more than 300 media placements and nearly 76 million impressions.

Goodyear Tire & Rubber Company

Issue: Goodyear was challenged to fly their iconic Goodyear Blimp by a group calling themselves “The Good Day Blimp,” who started a charity campaign to commemorate Ice Cube’s 1992 hit song “It Was A Good Day” by crowdsourcing $25,000 for the Los Angeles-based youth charity A Place Called Home. The crowdsourcing campaign gained national attention when Ice Cube and Jimmy Fallon called Goodyear out to fulfill their end of the deal by flying the blimp while displaying lyrics from the song on Jan. 20.

Idea: With only four days to act, Coyne and Goodyear Communications mobilized its blimp staff, in-house corporate communications and agency resources from around the country to activate a social media proclamation and media event with the charity. Goodyear not only offered to fly the blimp on January 20th and provide rides for a group of kids from A Place Called Home, but also extended an invitation to Ice Cube via social media and said it would run “Ice Cube Says Today Is A Good Day” on the side of the blimp.

Impact: The “Good Day” Blimp initiative was an overwhelming success generating 76 stories, 3,411 social media mentions, and 59.9 million impressions, with national broadcast coverage including two segments on Late Night with Jimmy Fallon, with Jimmy saying on air, “Goodyear is awesome!,” as well as segments on TMZ, The Dan Patrick Show, and The Arsenio Hall Show, dozens of local broadcast affiliates across the country, as well as stories running in influential online outlets such as CNN.com, Buzzfeed, TMZ.com, The Huffington Post, USAToday.com, MSN Music, LATimes.com and FastCompany.com.

Goodyear Joins Ice Cube to Make it a Good Day

Issue: Goodyear was challenged to fly their iconic Goodyear Blimp by a group calling themselves “The Good Day Blimp,” who started a charity campaign to commemorate Ice Cube’s 1992 hit song “It Was A Good Day” by crowdsourcing $25,000 for the Los Angeles-based youth charity A Place Called Home. The crowdsourcing campaign gained national attention when Ice Cube and Jimmy Fallon called Goodyear out to fulfill their end of the deal by flying the blimp while displaying lyrics from the song on Jan. 20.

Idea: With only four days to act, Coyne and Goodyear Communications mobilized its blimp staff, in-house corporate communications and agency resources from around the country to activate a social media proclamation and media event with the charity. Goodyear not only offered to fly the blimp on January 20th and provide rides for a group of kids from A Place Called Home, but also extended an invitation to Ice Cube via social media and said it would run “Ice Cube Says Today Is A Good Day” on the side of the blimp.

Impact: The “Good Day” Blimp initiative was an overwhelming success generating 76 stories, 3,411 social media mentions, and 59.9 million impressions, with national broadcast coverage including two segments on Late Night with Jimmy Fallon, with Jimmy saying on air, “Goodyear is awesome!,” as well as segments on TMZ, The Dan Patrick Show, and The Arsenio Hall Show, dozens of local broadcast affiliates across the country, as well as stories running in influential online outlets such as CNN.com, Buzzfeed, TMZ.com, The Huffington Post, USAToday.com, MSN Music, LATimes.com and FastCompany.com.

Medco Health Solutions

Issue: Medco Health Solutions challenged Coyne PR to drive awareness and engagement with consumers and the scientific community to support its sponsorship of the Archon Genomics X Prize.

Idea: Reflecting the essence of the X Prize competition, Coyne built an integrated digital ecosystem with multiple assets including a digital flashcast, providing self-guided information to the scientific community in a self-guided, flash-based, multi-device format; and a digital newsroom that seamlessly integrated with the corporate media room to provide all campaign assets (video, graphics, animation) in ready-to-use digital format for media and partners.

Impact: The digital assets received more than 1,000 unique visits, and more than 500 click-throughs to the competitor team registration site.

X-citing Digital Buzz

Issue: Medco Health Solutions challenged Coyne PR to drive awareness and engagement with consumers and the scientific community to support its sponsorship of the Archon Genomics X Prize.

Idea: Reflecting the essence of the X Prize competition, Coyne built an integrated digital ecosystem with multiple assets including a digital flashcast, providing self-guided information to the scientific community in a self-guided, flash-based, multi-device format; and a digital newsroom that seamlessly integrated with the corporate media room to provide all campaign assets (video, graphics, animation) in ready-to-use digital format for media and partners.

Impact: The digital assets received more than 1,000 unique visits, and more than 500 click-throughs to the competitor team registration site.

Younique

Issue: Direct-selling cosmetic and skincare brand, Younique, challenged Coyne to create a PR push that would engage media, as well as its younger fashion-minded and socially engaged demographic.

Idea: Coyne created an exclusive Younique VIP Lash Bar at a top New York Fashion Week lounge geared toward influencers attending the nearby fashion shows, also booking interviews and appointments with beauty-minded media, including The Huffington Post, YouBeauty, Latina.com and Hollywood Life. To bring the experience to life, celebrity makeup artists Mickey Williams and Jillian Halouska helped guests experience the “fiber lash effect” with Younique’s best-selling product Moodstruck 3D Fiber Lashes+, known to help increase lash volume by up to 400 percent. To encourage social media posts and further engage the Younique audience, Lash Bar visitors held mood-based signs that described how their new lashes made them feel, from fearless to flirty, as they posted for photos in front of a Younique branded wall.

Impact: Following the event, Coyne worked closely with the Younique social media team to extend the message nationally via social media to its salesforce and consumers throughout NYFW and beyond. Coyne shared a number of assets like photos and videos of the VIP Lash Bar experience for immediate use by the brand at a strategic cadence that would sustain momentum throughout the entire NYFW and the following months. Many elements leveraged the credibility of celebrity makeup artists Mickey Williams and Jillian Halouska, including live Younique Periscope videos and top spring/summer trend tips using Younique products. As a result, Younique’s social posts surrounding its debut at NYFW reached an audience of more than a quarter of a million on Facebook and Instagram in a week! Younique’s presence at NYFW positioned the brand as a key player in the beauty and fashion industry and also provided the brand’s salesforce with fantastic content for recruitment and new sales.

Younique Struts Into New York Fashion Week

Issue: Direct-selling cosmetic and skincare brand, Younique, challenged Coyne to create a PR push that would engage media, as well as its younger fashion-minded and socially engaged demographic.

Idea: Coyne created an exclusive Younique VIP Lash Bar at a top New York Fashion Week lounge geared toward influencers attending the nearby fashion shows, also booking interviews and appointments with beauty-minded media, including The Huffington Post, YouBeauty, Latina.com and Hollywood Life. To bring the experience to life, celebrity makeup artists Mickey Williams and Jillian Halouska helped guests experience the “fiber lash effect” with Younique’s best-selling product Moodstruck 3D Fiber Lashes+, known to help increase lash volume by up to 400 percent. To encourage social media posts and further engage the Younique audience, Lash Bar visitors held mood-based signs that described how their new lashes made them feel, from fearless to flirty, as they posted for photos in front of a Younique branded wall.

Impact: Following the event, Coyne worked closely with the Younique social media team to extend the message nationally via social media to its salesforce and consumers throughout NYFW and beyond. Coyne shared a number of assets like photos and videos of the VIP Lash Bar experience for immediate use by the brand at a strategic cadence that would sustain momentum throughout the entire NYFW and the following months. Many elements leveraged the credibility of celebrity makeup artists Mickey Williams and Jillian Halouska, including live Younique Periscope videos and top spring/summer trend tips using Younique products. As a result, Younique’s social posts surrounding its debut at NYFW reached an audience of more than a quarter of a million on Facebook and Instagram in a week! Younique’s presence at NYFW positioned the brand as a key player in the beauty and fashion industry and also provided the brand’s salesforce with fantastic content for recruitment and new sales.

Cartoon Network

Issue: On behalf the Cartoon Network, Coyne PR was tasked with igniting U.S. excitement and building buzz for the Powerpuff Girls x Jeremy Scott fashion line after the collection’s first debut in the Moschino fashion show during Milan Fashion Week.

Idea: These two iconic brands joined forces for the unveiling at the Moschino fashion show bringing the fashion line to the forefront with influential fashion and television-related media. Coyne made noise on the U.S. fashion scene for the Powerpuff Girls x Jeremy Scott collaboration by leveraging runway photography from Milan Fashion Week. By strategically utilizing key assets and interviews with key players within the collaboration, the team was able to showcase the fashion collection as on-trend and fashion forward gaining visibility for the Powerpuff Girls and Cartoon Network with an unexpected media audience.

Impact: Coyne garnered stand-out media placements surrounding the much-anticipated Powerpuff Girls x Jeremy Scott collaboration including features in InStyle.com, Racked, ELLE.com, PopSugar, WWD, the New York Times and more! Buzz surrounding the collaboration was also seen on social media channels of key fashion media such as Buzzfeed, Cosmopolitan, People StyleWatch and more.

Moschino brings the Powerpuff Girls x Jeremy Scott Collaboration to the Runway

Issue: On behalf the Cartoon Network, Coyne PR was tasked with igniting U.S. excitement and building buzz for the Powerpuff Girls x Jeremy Scott fashion line after the collection’s first debut in the Moschino fashion show during Milan Fashion Week.

Idea: These two iconic brands joined forces for the unveiling at the Moschino fashion show bringing the fashion line to the forefront with influential fashion and television-related media. Coyne made noise on the U.S. fashion scene for the Powerpuff Girls x Jeremy Scott collaboration by leveraging runway photography from Milan Fashion Week. By strategically utilizing key assets and interviews with key players within the collaboration, the team was able to showcase the fashion collection as on-trend and fashion forward gaining visibility for the Powerpuff Girls and Cartoon Network with an unexpected media audience.

Impact: Coyne garnered stand-out media placements surrounding the much-anticipated Powerpuff Girls x Jeremy Scott collaboration including features in InStyle.com, Racked, ELLE.com, PopSugar, WWD, the New York Times and more! Buzz surrounding the collaboration was also seen on social media channels of key fashion media such as Buzzfeed, Cosmopolitan, People StyleWatch and more.

PEEPS

Issue: Just Born Quality Confections charged Coyne PR with achieving new levels of excitement for the iconic PEEPS® brand at Easter, while expanding and elevating the brand’s presence in other seasons during the year.

Idea: To sweeten coverage during the important Easter season, the Coyne PR team implemented a multi-faceted long and short-lead media strategy, targeting print, online, broadcast and social media. The team created customized pitches for major outlets and developed compelling storytelling, from PEEPS® fun facts and business success to consumer generated Dioramas and thematic recipe and craft ideas created by the team.

To spread the PEEPS® story beyond Easter, Coyne PR utilized events, celebrity seeding, opportunistic media, and ongoing, aggressive media outreach.

Impact: In the twelve week span leading up to Easter, the Coyne team generated more than 2,500 stories for the PEEPS® brand, including two USA Today pieces, seven “Today Show” segments, two “Good Morning America” segments and coverage in Good HousekeepingWoman’s Day, Bloomberg Business Week, Yahoo.com, Parade.com and many others, exceeding the previous year’s media impressions by 84 percent.

Beyond Easter, the team drove significant coverage throughout the year, particularly Christmas, where a media sneak peek event, Santa Hop “takeover” in New York City, and other tactics generated widespread national coverage. Total impressions for the year were in the billions.

 

Elevating Easter and Extending Beyond

Issue: Just Born Quality Confections charged Coyne PR with achieving new levels of excitement for the iconic PEEPS® brand at Easter, while expanding and elevating the brand’s presence in other seasons during the year.

Idea: To sweeten coverage during the important Easter season, the Coyne PR team implemented a multi-faceted long and short-lead media strategy, targeting print, online, broadcast and social media. The team created customized pitches for major outlets and developed compelling storytelling, from PEEPS® fun facts and business success to consumer generated Dioramas and thematic recipe and craft ideas created by the team.

To spread the PEEPS® story beyond Easter, Coyne PR utilized events, celebrity seeding, opportunistic media, and ongoing, aggressive media outreach.

Impact: In the twelve week span leading up to Easter, the Coyne team generated more than 2,500 stories for the PEEPS® brand, including two USA Today pieces, seven “Today Show” segments, two “Good Morning America” segments and coverage in Good HousekeepingWoman’s Day, Bloomberg Business Week, Yahoo.com, Parade.com and many others, exceeding the previous year’s media impressions by 84 percent.

Beyond Easter, the team drove significant coverage throughout the year, particularly Christmas, where a media sneak peek event, Santa Hop “takeover” in New York City, and other tactics generated widespread national coverage. Total impressions for the year were in the billions.

 

Stryker Orthopaedics

Issue: Ultra-marathoner Daren Wendell set out to raise $100,000 for ActiveWater – an organization that provides clean drinking water to Ethiopians - by running across the U.S. in 100 consecutive days. Departing from the Santa Monica Pier on January 1, 2015, Wendell set his sights on Times Square in New York City and didn’t let anything stop him, whether it was snow, sleet, hail or the Stryker T2 Tibia Nail that was inserted in his leg following a severe soccer injury in 2006. His mileage plan?  To run 29+ miles every day to achieve his goal of arriving in Times Square on April 10th.

Idea: Throughout his journey, Daren would be running through key markets for Stryker Orthopaedics. To showcase Daren’s tremendous feat the Coyne team engaged media as he “passed through” town, speaking to his challenge, his training and, ultimately, how he can run so far and so often with a nail in his leg that is the length of his shin.

Impact: Trekking more than 2,900 miles with the titanium rod in his leg, Wendell – dubbed the modern day Forrest Gump by the NY Daily News – sprinted across the George Washington Bridge and through Manhattan on April 10th, arriving to a fabulous finish line consisting of family, friends, tourists, Stryker employees and top tier media.

The team secured more than 1,000 placements and 269 million impressions, including a Good Morning America Weekend segment, three New York Daily News stories, videos from Reuters and BBC, Runners World, Men’s Journal, RUNNING National on the YES Network, NYTimes.com, AOL, MSN, The Indianapolis Star and the cover of the Daily Record. The news even went international, as media outlets in Ukraine, Turkey, Pakistan, and Philippines shared the video on their social platforms. Additionally, Wendell raised more than $140,000 for ActiveWater.

The Marathon Man’s Amazing Feat

Issue: Ultra-marathoner Daren Wendell set out to raise $100,000 for ActiveWater – an organization that provides clean drinking water to Ethiopians - by running across the U.S. in 100 consecutive days. Departing from the Santa Monica Pier on January 1, 2015, Wendell set his sights on Times Square in New York City and didn’t let anything stop him, whether it was snow, sleet, hail or the Stryker T2 Tibia Nail that was inserted in his leg following a severe soccer injury in 2006. His mileage plan?  To run 29+ miles every day to achieve his goal of arriving in Times Square on April 10th.

Idea: Throughout his journey, Daren would be running through key markets for Stryker Orthopaedics. To showcase Daren’s tremendous feat the Coyne team engaged media as he “passed through” town, speaking to his challenge, his training and, ultimately, how he can run so far and so often with a nail in his leg that is the length of his shin.

Impact: Trekking more than 2,900 miles with the titanium rod in his leg, Wendell – dubbed the modern day Forrest Gump by the NY Daily News – sprinted across the George Washington Bridge and through Manhattan on April 10th, arriving to a fabulous finish line consisting of family, friends, tourists, Stryker employees and top tier media.

The team secured more than 1,000 placements and 269 million impressions, including a Good Morning America Weekend segment, three New York Daily News stories, videos from Reuters and BBC, Runners World, Men’s Journal, RUNNING National on the YES Network, NYTimes.com, AOL, MSN, The Indianapolis Star and the cover of the Daily Record. The news even went international, as media outlets in Ukraine, Turkey, Pakistan, and Philippines shared the video on their social platforms. Additionally, Wendell raised more than $140,000 for ActiveWater.

Longines

Issue: Longines’, the luxury Swiss timepiece brand owned by SWATCH, and the Official Watch of the Triple Crown, looked to Coyne to maximize its multi-leveled sponsorship and ensure the brand was “off to the races.”

Idea: To set Longines apart from other brands, a variety of media “winning” activities were planned at each of the events for the Kentucky Derby, Belmont and Preakness, including a “timed” cook-off event at the Taste of Derby, creating Longines’ Most Elegant Woman Fashion Contests at each race, press interviews with celebrity brand ambassador Mikaela Shiffrin and a featured role on the Derby’s red carpet. The team also secured 14 VIP media fly-away guests at Derby. An additional PR push was made to celebrate the first Triple Crown win in nearly four decades.

Impact: Coyne generated more than 1.1 billion impressions blanketing media nationwide, including “TODAY,” People StyleWatch, Associated Press, NBC national Derby coverage, Forbes, Just Luxe and Washington Post.

Longines Triple Crown Sponsorship

Issue: Longines’, the luxury Swiss timepiece brand owned by SWATCH, and the Official Watch of the Triple Crown, looked to Coyne to maximize its multi-leveled sponsorship and ensure the brand was “off to the races.”

Idea: To set Longines apart from other brands, a variety of media “winning” activities were planned at each of the events for the Kentucky Derby, Belmont and Preakness, including a “timed” cook-off event at the Taste of Derby, creating Longines’ Most Elegant Woman Fashion Contests at each race, press interviews with celebrity brand ambassador Mikaela Shiffrin and a featured role on the Derby’s red carpet. The team also secured 14 VIP media fly-away guests at Derby. An additional PR push was made to celebrate the first Triple Crown win in nearly four decades.

Impact: Coyne generated more than 1.1 billion impressions blanketing media nationwide, including “TODAY,” People StyleWatch, Associated Press, NBC national Derby coverage, Forbes, Just Luxe and Washington Post.

PEEPS

Issue: Just Born charged Coyne PR with increasing awareness for and expressing the fun that can be had with new PEEPS® MINIS™. Coyne PR looked to identify ways to bring PEEPS® MINIS™ to “creative” new heights while attracting the attention of the media to the new product available every day.

Idea: To celebrate National TV Talk Show Host Day on October 23, the Coyne PR team created customized portraits of celebrity talk show hosts made entirely out of PEEPS® MINIS™, from Conan O’Brien’ s flaming red hair to Jimmy Fallon’s dazzling smile. The 16 inches by 20 inches masterpieces were packaged and sent to the appropriate hosts, with a customized letter and samples of each PEEPS® MINIS™ flavor.

Impact: The results couldn’t have been sweeter. Both Kelly Ripa from “Live! With Kelly and Michael” and Seth Meyers from “Late Night with Seth Meyers” shared PEEPS® shout-outs by showing their delicious-looking portraits to fans on-air and through their social media accounts. The PEEPS® MINIS™ portraits generated more than 500 million media impressions and drove the message that every day is a holiday with PEEPS® MINIS™.

PEEP ART for the Stars

Issue: Just Born charged Coyne PR with increasing awareness for and expressing the fun that can be had with new PEEPS® MINIS™. Coyne PR looked to identify ways to bring PEEPS® MINIS™ to “creative” new heights while attracting the attention of the media to the new product available every day.

Idea: To celebrate National TV Talk Show Host Day on October 23, the Coyne PR team created customized portraits of celebrity talk show hosts made entirely out of PEEPS® MINIS™, from Conan O’Brien’ s flaming red hair to Jimmy Fallon’s dazzling smile. The 16 inches by 20 inches masterpieces were packaged and sent to the appropriate hosts, with a customized letter and samples of each PEEPS® MINIS™ flavor.

Impact: The results couldn’t have been sweeter. Both Kelly Ripa from “Live! With Kelly and Michael” and Seth Meyers from “Late Night with Seth Meyers” shared PEEPS® shout-outs by showing their delicious-looking portraits to fans on-air and through their social media accounts. The PEEPS® MINIS™ portraits generated more than 500 million media impressions and drove the message that every day is a holiday with PEEPS® MINIS™.

Hasbro

Issue: Hasbro brought Coyne PR on board to generate nationwide awareness for Candy Land’s 60th birthday.

Idea: The curves of Lombard Street in San Francisco turned out to be the perfect match for a transformation into the magical Candy Land path. Area children were divided into four teams to represent the game pieces and oversized cards dictated the moves along the colored path, which was nearly 30,000 times the size of the actual board.

Impact: Candy Land’s 60th Birthday became a national hit with nearly 800 broadcast placements, the 8th most searched term on Yahoo’s homepage and Yahoo’s most e-mailed photo of the month.

A Sweet Celebration for Candy Land's 60th Birthday!

Issue: Hasbro brought Coyne PR on board to generate nationwide awareness for Candy Land’s 60th birthday.

Idea: The curves of Lombard Street in San Francisco turned out to be the perfect match for a transformation into the magical Candy Land path. Area children were divided into four teams to represent the game pieces and oversized cards dictated the moves along the colored path, which was nearly 30,000 times the size of the actual board.

Impact: Candy Land’s 60th Birthday became a national hit with nearly 800 broadcast placements, the 8th most searched term on Yahoo’s homepage and Yahoo’s most e-mailed photo of the month.

The Joester Loria Group

Issue: The Joester Loria Group, a premier full-service licensing agency, looked to Coyne PR to help create buzz for select new Pepsi and Mountain Dew branded consumer products, while also building overall brand awareness.

Idea: To generate widespread coverage across a diverse media universe, Coyne PR developed a comprehensive communications program that incorporated multiple pitch angles, while leveraging the strong recognition of the Pepsi and Mountain Dew brands.  A tailgating-focused media relations campaign was developed for the Pepsi Remote Controlled Cooler, as the product was launched just in time for the fall tailgating season. Additionally, Coyne PR leveraged the holiday gifting season with media to generate coverage for the Mountain Dew apparel and sporting goods, as well as the Pepsi cooler.

Impact
: Coyne PR generated over 20 million media impressions across a vast array of media outlets during the 3-month campaign. Key placements included USAToday.com, Gizmodo, New York Daily News, St. Louis Post-Dispatch, New England Sports Network, GuysGab.com and Examiner.com.

Building Awareness for Pepsi and Mountain Dew Consumer Products

Issue: The Joester Loria Group, a premier full-service licensing agency, looked to Coyne PR to help create buzz for select new Pepsi and Mountain Dew branded consumer products, while also building overall brand awareness.

Idea: To generate widespread coverage across a diverse media universe, Coyne PR developed a comprehensive communications program that incorporated multiple pitch angles, while leveraging the strong recognition of the Pepsi and Mountain Dew brands.  A tailgating-focused media relations campaign was developed for the Pepsi Remote Controlled Cooler, as the product was launched just in time for the fall tailgating season. Additionally, Coyne PR leveraged the holiday gifting season with media to generate coverage for the Mountain Dew apparel and sporting goods, as well as the Pepsi cooler.

Impact
: Coyne PR generated over 20 million media impressions across a vast array of media outlets during the 3-month campaign. Key placements included USAToday.com, Gizmodo, New York Daily News, St. Louis Post-Dispatch, New England Sports Network, GuysGab.com and Examiner.com.

Hey Gorgeous!

Issue: With nearly seven out of 10 women in America wearing a size 12+, there’s a grossly underrepresented group of women missing out on a fashion forward, cool and trend-focused shopping experience. Blogger and former plus-size model, Aimee Cheshire, founded HeyGorgeous.com to better serve the 15.4MM plus-sized women looking for style-conscious clothes available in their size and tasked Coyne with changing the perception of plus in the often narrow-minded, straight-size-specific fashion industry.

Idea: Coyne took a small, online boutique retailer to new heights by capitalizing on an emerging fashion trend with smart, strategic outreach, turning HeyGorgeous.com into a key industry player that media know and recognize. By leveraging these trending topics and positioning HeyGorgeous.com as a trusted resource on all things plus size fashion, Coyne has been able to secure media coverage that has helped move the needle for the e-commerce startup.

Impact: The media strategy was set in motion on New Year’s Day with a stage setting New York Times piece about the evolution of plus-size fashion. This story propelled HeyGorgeous.com into an industry leader and boosted sales tenfold, as well as driving pickup from top tier outlets including The Daily Mail. Interest in HeyGorgeous.com only continues to grow, with PR as one of the company’s main marketing tools. Monthly coverage in top fashion publications like InStyle and People StyleWatch, and visibility on top websites such as Buzzfeed, keep HeyGorgeous.com at the forefront of the fashion world, while coverage from the likes of Fortune and Yahoo! News with Katie Couric secures their status as an authority on the business of plus-size fashion.

Plus Isn't a Four Letter Word

Issue: With nearly seven out of 10 women in America wearing a size 12+, there’s a grossly underrepresented group of women missing out on a fashion forward, cool and trend-focused shopping experience. Blogger and former plus-size model, Aimee Cheshire, founded HeyGorgeous.com to better serve the 15.4MM plus-sized women looking for style-conscious clothes available in their size and tasked Coyne with changing the perception of plus in the often narrow-minded, straight-size-specific fashion industry.

Idea: Coyne took a small, online boutique retailer to new heights by capitalizing on an emerging fashion trend with smart, strategic outreach, turning HeyGorgeous.com into a key industry player that media know and recognize. By leveraging these trending topics and positioning HeyGorgeous.com as a trusted resource on all things plus size fashion, Coyne has been able to secure media coverage that has helped move the needle for the e-commerce startup.

Impact: The media strategy was set in motion on New Year’s Day with a stage setting New York Times piece about the evolution of plus-size fashion. This story propelled HeyGorgeous.com into an industry leader and boosted sales tenfold, as well as driving pickup from top tier outlets including The Daily Mail. Interest in HeyGorgeous.com only continues to grow, with PR as one of the company’s main marketing tools. Monthly coverage in top fashion publications like InStyle and People StyleWatch, and visibility on top websites such as Buzzfeed, keep HeyGorgeous.com at the forefront of the fashion world, while coverage from the likes of Fortune and Yahoo! News with Katie Couric secures their status as an authority on the business of plus-size fashion.

JBL by HARMAN

Issue: At JBL by HARMAN, the best summer sounds are a few fun tunes on the speakers, children laughing and sports fans cheering.  And as the Official Sound Partner of the New York Yankees, there’s no better way to combine these than to share the Yankee tickets the company receives through its partnership with organizations that are making a difference in the community – whether it be through music, education or both.

Idea: To do this, HARMAN, with the help of Coyne PR, created the Turn Up the Base campaign as a way of saying “thank you” to nonprofit organizations that bring music and education to life in the community. The team researched local (i.e. Connecticut, New York and New Jersey) community organizations that share HARMAN’s passions for music and education. Each group was then offered 20+ tickets to attend up to three (3) Yankees games, courtesy of HARMAN. They were also provided with JBL Turn Up the Base sunglasses prior to each game.  Onsite, they were asked to “turn up the base” at the game. Make noise, cheer! HARMAN wanted them to experience the sounds of America’s favorite pastime firsthand and share their experience on social media using #JBLTurnUptheBase. Following each Yankee game, charities shared images of the children and staff enjoying the festivities.

Idea: Overall, the team locked in charity attendance at 29 games throughout July, August and September. Charities included Sing for Hope, AileyCamp, Big Brothers Big Sisters of NYC, Education Through Music, Little Kids Rock, I Have A Dream Foundation, Harlem Children’s Zone among others.

Turn Up The Base

Issue: At JBL by HARMAN, the best summer sounds are a few fun tunes on the speakers, children laughing and sports fans cheering.  And as the Official Sound Partner of the New York Yankees, there’s no better way to combine these than to share the Yankee tickets the company receives through its partnership with organizations that are making a difference in the community – whether it be through music, education or both.

Idea: To do this, HARMAN, with the help of Coyne PR, created the Turn Up the Base campaign as a way of saying “thank you” to nonprofit organizations that bring music and education to life in the community. The team researched local (i.e. Connecticut, New York and New Jersey) community organizations that share HARMAN’s passions for music and education. Each group was then offered 20+ tickets to attend up to three (3) Yankees games, courtesy of HARMAN. They were also provided with JBL Turn Up the Base sunglasses prior to each game.  Onsite, they were asked to “turn up the base” at the game. Make noise, cheer! HARMAN wanted them to experience the sounds of America’s favorite pastime firsthand and share their experience on social media using #JBLTurnUptheBase. Following each Yankee game, charities shared images of the children and staff enjoying the festivities.

Idea: Overall, the team locked in charity attendance at 29 games throughout July, August and September. Charities included Sing for Hope, AileyCamp, Big Brothers Big Sisters of NYC, Education Through Music, Little Kids Rock, I Have A Dream Foundation, Harlem Children’s Zone among others.

TripAdvisor

Issue: As a travel site relying on dedicated reviews and comments, TripAdvisor looked to further engage its extensive community - touting its first-ever user-generated television advertisement contest for consumers to have the opportunity to be featured on TV and ultimately produce new online video content.

Idea: In keeping with TripAdvisor’s current “Don’t Just Visit” television ad campaign, the company tapped its extensive network – from amateurs in filmmaking to experts in the field – to submit a short video. TripAdvsior invited participants to showcase their own stories of booking a vacation through TripAdvisor versus planning it out on their own. As an incentive, the winner of the contest will receive the grand prize of $25,000 and have their video broadcast on television. Five runner-ups will also be awarded $1,000, in which TripAdvisor will promote the finalist’s submissions through their social channels.

Impact: The contest challenged Coyne PR’s Travel team to penetrate a different realm of media – targeting film/film schools and students, movies and entertainment. Working against a tight deadline, the team was able to identify the top film schools, organizations and relevant media, garnering 68.9 million impressions in just seven days. The team secured two placements on About.com, a multitude of postings on contest listing sites, and an extensive amount of interest from the nation’s top film schools and organizations.

Don't Just Visit

Issue: As a travel site relying on dedicated reviews and comments, TripAdvisor looked to further engage its extensive community - touting its first-ever user-generated television advertisement contest for consumers to have the opportunity to be featured on TV and ultimately produce new online video content.

Idea: In keeping with TripAdvisor’s current “Don’t Just Visit” television ad campaign, the company tapped its extensive network – from amateurs in filmmaking to experts in the field – to submit a short video. TripAdvsior invited participants to showcase their own stories of booking a vacation through TripAdvisor versus planning it out on their own. As an incentive, the winner of the contest will receive the grand prize of $25,000 and have their video broadcast on television. Five runner-ups will also be awarded $1,000, in which TripAdvisor will promote the finalist’s submissions through their social channels.

Impact: The contest challenged Coyne PR’s Travel team to penetrate a different realm of media – targeting film/film schools and students, movies and entertainment. Working against a tight deadline, the team was able to identify the top film schools, organizations and relevant media, garnering 68.9 million impressions in just seven days. The team secured two placements on About.com, a multitude of postings on contest listing sites, and an extensive amount of interest from the nation’s top film schools and organizations.

Food Bank For New York City

Issue: To position themselves as a thought leader in nutrition education, Food Bank for New York City turned to Coyne PR to maximize media exposure and generate awareness of their CookShop for Teens ‘Change One Thing’ initiative.  It’s a social awareness and marketing campaign that aims to guide teens toward healthier choices without breaking their budget or completely changing their diet by simply changing one thing at a time.

Idea: Coyne PR organized a nutritional education summit in support of the Change One Thing initiative at Opportunity Charter School in New York City, where students took a pledge to live a healthier lifestyle, learn about proper diet and nutrition, and enjoy a healthy lunch. Keke Palmer, TV host and first African-American star of the Broadway show “Rodgers & Hammerstein’s Cinderella,” and Brook Lopez, NBA All-Star center for the Brooklyn Nets, surprised the students and discussed their journey with nutrition and how to make better and healthier choices.

Impact: The event was a huge success, with Coyne PR securing media coverage for Food Bank For New York City’s Change One Thing initiative in outlets including NY Post, Newsday, XM Satellite Radio, ESPN.Go.com, BET.com, Examiner.com, Sports 195, Essence.com, AllHipHop.com and Celebuzz.com among others, with pickup in many outlets in the international, sports, celebrity and nutrition space. 

Becoming a Thought Leader

Issue: To position themselves as a thought leader in nutrition education, Food Bank for New York City turned to Coyne PR to maximize media exposure and generate awareness of their CookShop for Teens ‘Change One Thing’ initiative.  It’s a social awareness and marketing campaign that aims to guide teens toward healthier choices without breaking their budget or completely changing their diet by simply changing one thing at a time.

Idea: Coyne PR organized a nutritional education summit in support of the Change One Thing initiative at Opportunity Charter School in New York City, where students took a pledge to live a healthier lifestyle, learn about proper diet and nutrition, and enjoy a healthy lunch. Keke Palmer, TV host and first African-American star of the Broadway show “Rodgers & Hammerstein’s Cinderella,” and Brook Lopez, NBA All-Star center for the Brooklyn Nets, surprised the students and discussed their journey with nutrition and how to make better and healthier choices.

Impact: The event was a huge success, with Coyne PR securing media coverage for Food Bank For New York City’s Change One Thing initiative in outlets including NY Post, Newsday, XM Satellite Radio, ESPN.Go.com, BET.com, Examiner.com, Sports 195, Essence.com, AllHipHop.com and Celebuzz.com among others, with pickup in many outlets in the international, sports, celebrity and nutrition space. 

Pennzoil

Issue: Pennzoil® challenged Coyne to find an interesting and groundbreaking way to let influencers know about the launch of its revolutionary new line of PurePlus Technology motor oils.

Idea: Coyne set out to create an event that demanded attention within the industry and excitement internally around the launch of Pennzoil Platinum® with PurePlus™ Technology. Timed to leverage the automotive spotlight placed on the New York International Auto Show (NYIAS), Pennzoil unveiled Breaking Barriers, a documentary reflecting the journey of automotive history that saw pioneers push the limits. Coyne coordinated a star-studded red carpet event featuring the documentary’s biggest stars including Roger Penske, John Hennessey and Tim McGraw! With 300 key customers and automotive media in attendance and in a mindset geared for automotive news, Pennzoil formally introduced its revolutionary product offerings to North America.

Impact: Amidst a crowded NYIAS schedule, Coyne helped Pennzoil stand out amongst competing events and secure top tier outlets to attend including the Associated Press, New York Times, BBC Auto, AdAge, MotorWeek, Popular Mechanics, Jalopnik, CNBC, Crave, Top Gear and many others, effectively introducing the brand to critical audiences and turning the rumor of gas-to-liquid technology featured in Pennzoil Platinum with PurePlus Technology into a legend that piques the curiosity of end users.

Breaking Barriers with Pennzoil

Issue: Pennzoil® challenged Coyne to find an interesting and groundbreaking way to let influencers know about the launch of its revolutionary new line of PurePlus Technology motor oils.

Idea: Coyne set out to create an event that demanded attention within the industry and excitement internally around the launch of Pennzoil Platinum® with PurePlus™ Technology. Timed to leverage the automotive spotlight placed on the New York International Auto Show (NYIAS), Pennzoil unveiled Breaking Barriers, a documentary reflecting the journey of automotive history that saw pioneers push the limits. Coyne coordinated a star-studded red carpet event featuring the documentary’s biggest stars including Roger Penske, John Hennessey and Tim McGraw! With 300 key customers and automotive media in attendance and in a mindset geared for automotive news, Pennzoil formally introduced its revolutionary product offerings to North America.

Impact: Amidst a crowded NYIAS schedule, Coyne helped Pennzoil stand out amongst competing events and secure top tier outlets to attend including the Associated Press, New York Times, BBC Auto, AdAge, MotorWeek, Popular Mechanics, Jalopnik, CNBC, Crave, Top Gear and many others, effectively introducing the brand to critical audiences and turning the rumor of gas-to-liquid technology featured in Pennzoil Platinum with PurePlus Technology into a legend that piques the curiosity of end users.

Mary Kay

Issue: Find a creative way to launch Mary Kay’s year-long branded campaign “Discover What You Love” while introducing new product offerings for summer 2014 to the most influential and prominent media in the beauty industry.

Idea: Coyne Beauty designed an intimate two-day editor experience where top-tier media were welcomed to discover the brand’s new theme and products by way of a journey through the mind of a woman, as she prepares for sunny beauty adventures.  Titled “Destination Discovery,” this intimate event hosted small groups of editors through a series of interactions, all seamlessly tied together by Mary Kay Glam Squad experts, featuring a fashion stylist with tips on multi-use fashion items to pack for vacation, an aesthetician discussing skincare on-the-go and celebrity makeup artists providing looks for a day on the beach or a night on the town.  The event culminated with an invitation for editors to share what they “loved” by autographing and doodling on an “art” panel that will be put to use at a variety of corporate Mary Kay events throughout the year ahead.

Impact: Mary Kay and Coyne welcomed more than 50 top-tier long- and short-lead beauty editors to “Destination Discovery,” including magazines, newspapers and .com’s.  The products were extremely well received by the media who were actively engaged throughout the sessions. As a result, Mary Kay is being considered for inclusion in a number of upcoming print publications June/July issues including Marie Claire, Cosmo, Self, Beauty Inc., Ebony and O, the Oprah Magazine, to name a few.

Discover What You Love

Issue: Find a creative way to launch Mary Kay’s year-long branded campaign “Discover What You Love” while introducing new product offerings for summer 2014 to the most influential and prominent media in the beauty industry.

Idea: Coyne Beauty designed an intimate two-day editor experience where top-tier media were welcomed to discover the brand’s new theme and products by way of a journey through the mind of a woman, as she prepares for sunny beauty adventures.  Titled “Destination Discovery,” this intimate event hosted small groups of editors through a series of interactions, all seamlessly tied together by Mary Kay Glam Squad experts, featuring a fashion stylist with tips on multi-use fashion items to pack for vacation, an aesthetician discussing skincare on-the-go and celebrity makeup artists providing looks for a day on the beach or a night on the town.  The event culminated with an invitation for editors to share what they “loved” by autographing and doodling on an “art” panel that will be put to use at a variety of corporate Mary Kay events throughout the year ahead.

Impact: Mary Kay and Coyne welcomed more than 50 top-tier long- and short-lead beauty editors to “Destination Discovery,” including magazines, newspapers and .com’s.  The products were extremely well received by the media who were actively engaged throughout the sessions. As a result, Mary Kay is being considered for inclusion in a number of upcoming print publications June/July issues including Marie Claire, Cosmo, Self, Beauty Inc., Ebony and O, the Oprah Magazine, to name a few.

Crayola

Issue: Crayola challenged Coyne PR to raise widespread awareness around the holiday timeframe for its new line of creative accessories for the iPad called DigiTools.

Idea:  With a small window of time to generate media coverage, Coyne PR developed a comprehensive nationwide media relations campaign targeting short-lead media, including national and local print and online outlets. The media materials that were drafted positioned Crayola’s new DigiTools as an innovative line that allowed kids to experience digital art on the iPad like never before. In addition to traditional media outreach, Coyne PR also conducted desksides with high-profile media outlets to showcase the new product line. 

Impact:  As a result of the media desksides, Coyne PR was able to secure placements in top-tier outlets, including a feature in the Thursday Gadgetwise section of The New York Times. Additionally, Coyne PR secured a story with a “gear & gadgets” syndicated columnist, resulting in coverage in top daily newspapers including the Los Angeles Times and Philadelphia Inquirer. Coyne PR also generated coverage on key online sites including Techlicious.com and Examiner.com.

DigiTools Launch

Issue: Crayola challenged Coyne PR to raise widespread awareness around the holiday timeframe for its new line of creative accessories for the iPad called DigiTools.

Idea:  With a small window of time to generate media coverage, Coyne PR developed a comprehensive nationwide media relations campaign targeting short-lead media, including national and local print and online outlets. The media materials that were drafted positioned Crayola’s new DigiTools as an innovative line that allowed kids to experience digital art on the iPad like never before. In addition to traditional media outreach, Coyne PR also conducted desksides with high-profile media outlets to showcase the new product line. 

Impact:  As a result of the media desksides, Coyne PR was able to secure placements in top-tier outlets, including a feature in the Thursday Gadgetwise section of The New York Times. Additionally, Coyne PR secured a story with a “gear & gadgets” syndicated columnist, resulting in coverage in top daily newspapers including the Los Angeles Times and Philadelphia Inquirer. Coyne PR also generated coverage on key online sites including Techlicious.com and Examiner.com.

Goodyear Tire & Rubber Company

Issue: The Goodyear Tire & Rubber Company challenged Coyne to maximize its existing sponsorship with ESPN’s SportsNation and its new Blimpworthy program, an online poll that would allow fans to vote and determine which one of three college football match-ups would draw aerial coverage by the iconic Goodyear Blimp.

Idea: Coyne created a comprehensive communication campaign to take Blimpworthy to new heights by generating national awareness and driving social buzz among college sports fans. The Coyne team conducted outreach to national and local media, as well as each of the participating universities to garner posts on each school’s official social media channels encouraging votes. The team also coordinated Facebook and Twitter Blimpworthy t-shirt giveaways and contests, and leveraged blimp rides for media, students and even the winning mascots to generate another round of exposure.

Impact: The Blimpworthy campaign garnered a total of 573 stories, more than 8.5 million media impressions and $826,000 in comparative ad value. The campaign also generated excitement online, with more than 3.3 million Facebook shares/likes and over 2.7 million Twitter followers reached. 

Are You Blimpworthy?

Issue: The Goodyear Tire & Rubber Company challenged Coyne to maximize its existing sponsorship with ESPN’s SportsNation and its new Blimpworthy program, an online poll that would allow fans to vote and determine which one of three college football match-ups would draw aerial coverage by the iconic Goodyear Blimp.

Idea: Coyne created a comprehensive communication campaign to take Blimpworthy to new heights by generating national awareness and driving social buzz among college sports fans. The Coyne team conducted outreach to national and local media, as well as each of the participating universities to garner posts on each school’s official social media channels encouraging votes. The team also coordinated Facebook and Twitter Blimpworthy t-shirt giveaways and contests, and leveraged blimp rides for media, students and even the winning mascots to generate another round of exposure.

Impact: The Blimpworthy campaign garnered a total of 573 stories, more than 8.5 million media impressions and $826,000 in comparative ad value. The campaign also generated excitement online, with more than 3.3 million Facebook shares/likes and over 2.7 million Twitter followers reached. 

ThinkThin

Issue: thinkThin® products provide natural and delicious portable nutrition to support the health and well being of busy, active people who care about what they eat. All thinkThin® natural snack bars are based on three nutritional principles: no refined sugar, a good source of protein and gluten free. thinkThin challenged Coyne PR to raise the brand profile and secure features for the Founder and CEO Lizanne Falsetto to create local and national buzz around the company and help drive sales.

Idea: thinkThin has close ties to Whole Foods and is another growing company in support of non-GMO products. Lizanne is a natural spokesperson to speak to “the right to know,” when it comes to ingredients in food.  She is also an extremely interesting businesswoman who wants to create a movement to abolish the word diet and replace it with weight wellness. 

The team has been actively pitching Lizanne as a former model but also a smart, entrepreneur who founded her company in her own kitchen. Since thinkThin also tastes great and is a favorite snack for celebrities such as Heidi Klum, Jennifer Lopez and Ryan Seacrest, the team has also reached out to entertainment magazines, red carpet events, and green rooms of talk shows for seeding opportunities.

Impact: The program is still active and to date stories have appeared in New York Times, Self, Entrepreneur magazine, US Weekly, ET.com, Huffington Post, AOL, Business Rockstars, e! Online, Extra, The Queen Latifah Show, Monstersandcritics.com and many more

Raising the CEO's Profile

Issue: thinkThin® products provide natural and delicious portable nutrition to support the health and well being of busy, active people who care about what they eat. All thinkThin® natural snack bars are based on three nutritional principles: no refined sugar, a good source of protein and gluten free. thinkThin challenged Coyne PR to raise the brand profile and secure features for the Founder and CEO Lizanne Falsetto to create local and national buzz around the company and help drive sales.

Idea: thinkThin has close ties to Whole Foods and is another growing company in support of non-GMO products. Lizanne is a natural spokesperson to speak to “the right to know,” when it comes to ingredients in food.  She is also an extremely interesting businesswoman who wants to create a movement to abolish the word diet and replace it with weight wellness. 

The team has been actively pitching Lizanne as a former model but also a smart, entrepreneur who founded her company in her own kitchen. Since thinkThin also tastes great and is a favorite snack for celebrities such as Heidi Klum, Jennifer Lopez and Ryan Seacrest, the team has also reached out to entertainment magazines, red carpet events, and green rooms of talk shows for seeding opportunities.

Impact: The program is still active and to date stories have appeared in New York Times, Self, Entrepreneur magazine, US Weekly, ET.com, Huffington Post, AOL, Business Rockstars, e! Online, Extra, The Queen Latifah Show, Monstersandcritics.com and many more

PLAYMOBIL

Issue: PLAYMOBIL looked to Coyne PR to help advance the brands position in the U.S. by increasing awareness, understanding and appreciation of the brand among its target audience – Mom. 

Idea: Coyne PR conducted extensive research into the PLAYMOBIL brand to learn how it is perceived here in the U.S., relying on research to provide valuable insights that were used to develop a communications plan that featured multiple objectives:  create greater engagement with the brand and Moms; communicate a clear point of difference for PLAYMOBIL compared to its competitors; and foster understanding of the quality and play value of PLAYMOBIL products. 

Impact: Coyne PR’s first year working with PLAYMOBIL was a huge success, with more than 125 million media impressions garnered through hundreds of national and local print, broadcast and online media placements. In addition, a holiday Facebook promotion to drive PLAYMOBIL share of voice during the all-important fourth quarter resulted in 100 percent fan growth.

Play. Unscripted.

Issue: PLAYMOBIL looked to Coyne PR to help advance the brands position in the U.S. by increasing awareness, understanding and appreciation of the brand among its target audience – Mom. 

Idea: Coyne PR conducted extensive research into the PLAYMOBIL brand to learn how it is perceived here in the U.S., relying on research to provide valuable insights that were used to develop a communications plan that featured multiple objectives:  create greater engagement with the brand and Moms; communicate a clear point of difference for PLAYMOBIL compared to its competitors; and foster understanding of the quality and play value of PLAYMOBIL products. 

Impact: Coyne PR’s first year working with PLAYMOBIL was a huge success, with more than 125 million media impressions garnered through hundreds of national and local print, broadcast and online media placements. In addition, a holiday Facebook promotion to drive PLAYMOBIL share of voice during the all-important fourth quarter resulted in 100 percent fan growth.

General Mills

ISSUE: Coyne PR worked closely with General Mills to create what came to be known as MyBlogSpark, a 9,000+ network that connects brands with bloggers – the first CPG-owned blogger network. Recognizing the powerful voice of bloggers, Coyne PR worked with select bloggers in every step of the network’s journey, using them as a sounding board to gather insights, establish “best practices” and build a network that bloggers would find useful, enjoyable, and engaging.

IDEA: The network’s proprietary research platform helps identify the strongest potential advocates for a brand. Creative, customized programs provide authentic, engaging content that drives consumer action.  Campaign metrics include impressions, blog posts, web site visits, and coupon redemptions.

IMPACT: Coyne PR has developed and executed hundreds of successful campaigns for some of the nation’s top brands both within and outside General Mills, including Progresso, Green Giant, Pillsbury, Big G Cereals, Yoplait, Fiber One, Old El Paso, Swiffer, Pantene, Hasbro, Children’s Advil, Burger King, Crayola, and Seventh Generation.  We have also created specific brand-retailer programs with Walmart, Target, Kroger, and Publix, among others.

Sparking Online Conversation

ISSUE: Coyne PR worked closely with General Mills to create what came to be known as MyBlogSpark, a 9,000+ network that connects brands with bloggers – the first CPG-owned blogger network. Recognizing the powerful voice of bloggers, Coyne PR worked with select bloggers in every step of the network’s journey, using them as a sounding board to gather insights, establish “best practices” and build a network that bloggers would find useful, enjoyable, and engaging.

IDEA: The network’s proprietary research platform helps identify the strongest potential advocates for a brand. Creative, customized programs provide authentic, engaging content that drives consumer action.  Campaign metrics include impressions, blog posts, web site visits, and coupon redemptions.

IMPACT: Coyne PR has developed and executed hundreds of successful campaigns for some of the nation’s top brands both within and outside General Mills, including Progresso, Green Giant, Pillsbury, Big G Cereals, Yoplait, Fiber One, Old El Paso, Swiffer, Pantene, Hasbro, Children’s Advil, Burger King, Crayola, and Seventh Generation.  We have also created specific brand-retailer programs with Walmart, Target, Kroger, and Publix, among others.

ARAMARK

Issue: When baseball’s best and brightest stars stepped up to the plate at the 84th annual Major League Baseball All-Star Game on July 16, 2013, Coyne PR was tasked with whetting fan appetites for the official 2013 MLB All-Star Game culinary menu provided by ARAMARK—the exclusive food and beverage partner of Citi Field and 10 other Major League Baseball teams around the country.

Idea: Prior to the Midsummer Classic, Coyne PR introduced media to the special All-Star Meatball Hero menu item, executed a media-exclusive menu unveil event for top-tier sports, food and lifestyle outlets, and conducted food drops across the city for hosts and producers to chew on and chat about! The team also tapped into ARAMARK’s human-interest media potential at a regional and national level via its All-Star Vendor Program, which gifts standout employees with a trip to work the big game

Impact: The team secured national and local broadcast, online and print media totaling more than 71 placements and 16 million media impressions, with hits in USA TODAY, New York Daily News, Zagat, WPIX-11, Newsday and “Fox & Friends,” among others.  ARAMARK’s All-Star Menu and All-Star Vendors were also popular topics on Twitter, with leading social media figures including Anna Kooiman of “Fox & Friends,” the MLB Fan Cave handle, ESPN’s Darren Rovell, Neil Best of Newsday and USA TODAY’s “For The Win” handle, recognizing ARAMARK and its All-Star programs.  Coyne PR also worked with ARAMARK Executive Chef Robert Flowers as a spokesperson, raising his profile as a player in the New York City culinary scene and reaffirming Citi Field as a culinary destination in its own right.

Grand Slam Results With an All-Star Menu

Issue: When baseball’s best and brightest stars stepped up to the plate at the 84th annual Major League Baseball All-Star Game on July 16, 2013, Coyne PR was tasked with whetting fan appetites for the official 2013 MLB All-Star Game culinary menu provided by ARAMARK—the exclusive food and beverage partner of Citi Field and 10 other Major League Baseball teams around the country.

Idea: Prior to the Midsummer Classic, Coyne PR introduced media to the special All-Star Meatball Hero menu item, executed a media-exclusive menu unveil event for top-tier sports, food and lifestyle outlets, and conducted food drops across the city for hosts and producers to chew on and chat about! The team also tapped into ARAMARK’s human-interest media potential at a regional and national level via its All-Star Vendor Program, which gifts standout employees with a trip to work the big game

Impact: The team secured national and local broadcast, online and print media totaling more than 71 placements and 16 million media impressions, with hits in USA TODAY, New York Daily News, Zagat, WPIX-11, Newsday and “Fox & Friends,” among others.  ARAMARK’s All-Star Menu and All-Star Vendors were also popular topics on Twitter, with leading social media figures including Anna Kooiman of “Fox & Friends,” the MLB Fan Cave handle, ESPN’s Darren Rovell, Neil Best of Newsday and USA TODAY’s “For The Win” handle, recognizing ARAMARK and its All-Star programs.  Coyne PR also worked with ARAMARK Executive Chef Robert Flowers as a spokesperson, raising his profile as a player in the New York City culinary scene and reaffirming Citi Field as a culinary destination in its own right.

South African Tourism Board

Issue: South African Tourism challenged Coyne PR to help diversify its offerings to go beyond its iconic safari. 

Idea:  Coyne created a ground-breaking campaign, What’s Your BIG 5?; a 360-degree platform that aims to increase awareness of the South Africa’s offerings and travel to the destination. Coyne PR orchestrated and brokered a broadcast partnership with the NBC hit series, “All-Star Celebrity Apprentice,” where they worked directly with the creative team to develop an all-encompassing episode to showcase South Africa and its kaleidoscope of experiences to American audiences. In an effort to promote South African Tourism’s partnership with the franchise, Coyne PR invited contestant, Marilu Henner to discover her personal “BIG 5” first-hand in South Africa.

Impact: South African Tourism’s “All-Star Celebrity Apprentice” episode aired on Sunday, April 21, 2013 to an audience of nearly 5 million viewers, sparking positive conversations about South Africa and the What’s Your BIG 5? campaign on various social media channels generating feature stories in influential travel media outlets, including Travel Weekly, TravelPulse, Travel Agent Central, Elite Traveler and Incentive Magazine.

Unveils Landmark Campaign on All-Star Celebrity Apprentice

Issue: South African Tourism challenged Coyne PR to help diversify its offerings to go beyond its iconic safari. 

Idea:  Coyne created a ground-breaking campaign, What’s Your BIG 5?; a 360-degree platform that aims to increase awareness of the South Africa’s offerings and travel to the destination. Coyne PR orchestrated and brokered a broadcast partnership with the NBC hit series, “All-Star Celebrity Apprentice,” where they worked directly with the creative team to develop an all-encompassing episode to showcase South Africa and its kaleidoscope of experiences to American audiences. In an effort to promote South African Tourism’s partnership with the franchise, Coyne PR invited contestant, Marilu Henner to discover her personal “BIG 5” first-hand in South Africa.

Impact: South African Tourism’s “All-Star Celebrity Apprentice” episode aired on Sunday, April 21, 2013 to an audience of nearly 5 million viewers, sparking positive conversations about South Africa and the What’s Your BIG 5? campaign on various social media channels generating feature stories in influential travel media outlets, including Travel Weekly, TravelPulse, Travel Agent Central, Elite Traveler and Incentive Magazine.

Hasbro

Issue: Hasbro looked to Coyne PR develop a unique way to increase participation in their user-generated “It’s Real Fun” advertising campaign.

Idea: Coyne PR created a specialized “It’s Real Fun” Casting Call to help drive submissions. Hosted on the Cranium Facebook page, The Casting Call centered around the search for real players and real moments to feature in a new TV commercial. Via the application, fans, friends and everyone in between uploaded video of them and their friends playing Cranium.  Once the videos were received, they were featured in the video gallery so they could be voted on.  Everyone who entered received a Cranium prize and 50 lucky fans were picked to appear in the new commercial. To support the application, Coyne – along with Hasbro PR – conducted an outreach campaign that included a series of Facebook posts announcing the “Casting Call,” personalized correspondence to the Cranium Craniac database and targeted online advertising, including Facebook. 

Impact: Prior to kicking off the campaign, the mandate for the entries was to simply beat the total number of submissions from the previous year. When all was said and done, Coyne PR had generated more than double the amount of entries as compared to the year prior.

Cranium Goes Social

Issue: Hasbro looked to Coyne PR develop a unique way to increase participation in their user-generated “It’s Real Fun” advertising campaign.

Idea: Coyne PR created a specialized “It’s Real Fun” Casting Call to help drive submissions. Hosted on the Cranium Facebook page, The Casting Call centered around the search for real players and real moments to feature in a new TV commercial. Via the application, fans, friends and everyone in between uploaded video of them and their friends playing Cranium.  Once the videos were received, they were featured in the video gallery so they could be voted on.  Everyone who entered received a Cranium prize and 50 lucky fans were picked to appear in the new commercial. To support the application, Coyne – along with Hasbro PR – conducted an outreach campaign that included a series of Facebook posts announcing the “Casting Call,” personalized correspondence to the Cranium Craniac database and targeted online advertising, including Facebook. 

Impact: Prior to kicking off the campaign, the mandate for the entries was to simply beat the total number of submissions from the previous year. When all was said and done, Coyne PR had generated more than double the amount of entries as compared to the year prior.

Solae

Issue: Solae retained Coyne PR to help build credibility for a new plant-based omega-3 fatty acid:  Stearidonic acid soybean oil (SDA) and generate positive mentions for its Soy Protein Isolates.

Idea: Coyne PR organized a series of presentations to key influencers around scientific and nutrition conferences including a Satellite Symposium with the American Society for Nutrition (ASN).  Additionally, key registered dieticians were tapped to help deliver messaging to key print, online and broadcast media.

Impact: The events exceeded capacity attendance and were extremely well-received, garnering positive feedback from attendees, and providing key learnings and feedback for future communication and research. 

Growing Support for Plant-Based Protein

Issue: Solae retained Coyne PR to help build credibility for a new plant-based omega-3 fatty acid:  Stearidonic acid soybean oil (SDA) and generate positive mentions for its Soy Protein Isolates.

Idea: Coyne PR organized a series of presentations to key influencers around scientific and nutrition conferences including a Satellite Symposium with the American Society for Nutrition (ASN).  Additionally, key registered dieticians were tapped to help deliver messaging to key print, online and broadcast media.

Impact: The events exceeded capacity attendance and were extremely well-received, garnering positive feedback from attendees, and providing key learnings and feedback for future communication and research. 

Curls

Issue: Coyne was charged with putting the “bounce” back into start-up organic hair care line CURLS Hair Care, most notably for their new product, Cashmere Curls. 

Idea: The team onboarded popular celebrity hair stylist and CURLS fan Tippi Shorter and created “Tippi’s Tips.” Personalized mailers to industry elite such as hair stylists and on-air beauty experts, "Tippi's Tips" was a syndicated Valentine’s Day beauty segment and an African American co-op SMT tour that served to get the word out via Internet, print and broadcast mediums about “embracing your natural curl!”

Impact: Media helped spread the word that CURLS was the answer to stressed tresses! From rave reviews on online editions of Essence, Seventeen and PeopleEnEspanol magazines, to giveaways on iVillage.com and BeautyBlitz.com, the CURLS brand became amongst the most coveted ethnic hair care brands.

Turning Up the Volume

Issue: Coyne was charged with putting the “bounce” back into start-up organic hair care line CURLS Hair Care, most notably for their new product, Cashmere Curls. 

Idea: The team onboarded popular celebrity hair stylist and CURLS fan Tippi Shorter and created “Tippi’s Tips.” Personalized mailers to industry elite such as hair stylists and on-air beauty experts, "Tippi's Tips" was a syndicated Valentine’s Day beauty segment and an African American co-op SMT tour that served to get the word out via Internet, print and broadcast mediums about “embracing your natural curl!”

Impact: Media helped spread the word that CURLS was the answer to stressed tresses! From rave reviews on online editions of Essence, Seventeen and PeopleEnEspanol magazines, to giveaways on iVillage.com and BeautyBlitz.com, the CURLS brand became amongst the most coveted ethnic hair care brands.

The Topps Company

Issue: Each year at the start of the baseball season, Topps, one of the leading manufacturers and marketers of sports trading cards, introduces its new major league card series. This year, the Topps Company needed to make an introduction to their series in a big way and challenged Coyne to generate national buzz around the launch of the new 2013 Topps Baseball Series 1 cards.

Idea: The team developed a plan to create the World’s Largest Baseball Card featuring one of the biggest sluggers in the majors and the face of the Topps Baseball Series 1 cards – Detroit Tigers First Baseman, Prince Fielder. This massive 5,000+ square foot baseball card (or 82,944 cards if you are counting), was built on the Lakeland City Little League complex, located just a few minutes from Detroit Tigers spring training facility. Prince Fielder along with 75 excited little leaguers, took position atop the card, and unveiled this massive card by rolling out a 400-pound tarp, while a helicopter captured the moment from above.

Impact: The grand unveiling of the Topps World’s Largest Baseball Card immediately picked up national buzz with the b-roll netting over 440 stories across all types of media and many local affiliates around the country. Print and online pickup garnered more than 550 stories on top outlets. To-date, media outreach efforts have netted a total of 990 stories, 73,299,647 impressions and $823,600 in comparative ad value.

World's Largest Baseball Card

Issue: Each year at the start of the baseball season, Topps, one of the leading manufacturers and marketers of sports trading cards, introduces its new major league card series. This year, the Topps Company needed to make an introduction to their series in a big way and challenged Coyne to generate national buzz around the launch of the new 2013 Topps Baseball Series 1 cards.

Idea: The team developed a plan to create the World’s Largest Baseball Card featuring one of the biggest sluggers in the majors and the face of the Topps Baseball Series 1 cards – Detroit Tigers First Baseman, Prince Fielder. This massive 5,000+ square foot baseball card (or 82,944 cards if you are counting), was built on the Lakeland City Little League complex, located just a few minutes from Detroit Tigers spring training facility. Prince Fielder along with 75 excited little leaguers, took position atop the card, and unveiled this massive card by rolling out a 400-pound tarp, while a helicopter captured the moment from above.

Impact: The grand unveiling of the Topps World’s Largest Baseball Card immediately picked up national buzz with the b-roll netting over 440 stories across all types of media and many local affiliates around the country. Print and online pickup garnered more than 550 stories on top outlets. To-date, media outreach efforts have netted a total of 990 stories, 73,299,647 impressions and $823,600 in comparative ad value.

Mary Kay

Issue: In honor of Mary Kay’s 50th anniversary, Coyne was challenged to add unforgettable “bling” to the brand’s golden year by celebrating the milestone while harnessing the power of their heritage and showcasing the brand as forward thinking.


Idea: Coyne celebrated with a strategy that spanned the globe, from LA to the 2014 Sochi Olympics, back to NYC for a series of activations integrating media, influencers and consumers.  The initiative culminated with social activations at Mary Kay’s record-breaking Global Makeover Day in NYC, LA and Dallas. At the Golden Globes, make-up artists touched up event influencers including Lauren Conrad, Jamie Chung and Lindsey Albanese.  In celebration of golden moments in the Olympics, Coyne created specially crafted “golden looks” to gift to medal winners.  Back in NY, the celebration continued with a “Gold Glam” event for beauty press showcasing product innovations and the expertise of the Glam Squad. In support of Global Makeover Day, Coyne developed a robust program leveraging the brand’s multiple social platforms and helped break the world record of most makeovers in one day!  Initiatives included providing sample Facebook posts and tweets to Mary Kay sales force members and capturing the excitement and sharing real-time content on Mary Kay’s social platforms.

Impact: Coyne generated sparkling results for the 50th anniversary with 1.3 billion impressions, 66 percent more than the prior year.  In social, Coyne successfully amplified the social media conversation around Mary Kay Global Makeover Day with Facebook impressions from Global Makeover Day reaching 8,370,890 and 2.3 million Twitter impressions surrounding @MaryKay mentions. Coyne received the PR Daily Award for Best Use of Social Media for Event Promotion.

Celebrating 50 Years Young

Issue: In honor of Mary Kay’s 50th anniversary, Coyne was challenged to add unforgettable “bling” to the brand’s golden year by celebrating the milestone while harnessing the power of their heritage and showcasing the brand as forward thinking.


Idea: Coyne celebrated with a strategy that spanned the globe, from LA to the 2014 Sochi Olympics, back to NYC for a series of activations integrating media, influencers and consumers.  The initiative culminated with social activations at Mary Kay’s record-breaking Global Makeover Day in NYC, LA and Dallas. At the Golden Globes, make-up artists touched up event influencers including Lauren Conrad, Jamie Chung and Lindsey Albanese.  In celebration of golden moments in the Olympics, Coyne created specially crafted “golden looks” to gift to medal winners.  Back in NY, the celebration continued with a “Gold Glam” event for beauty press showcasing product innovations and the expertise of the Glam Squad. In support of Global Makeover Day, Coyne developed a robust program leveraging the brand’s multiple social platforms and helped break the world record of most makeovers in one day!  Initiatives included providing sample Facebook posts and tweets to Mary Kay sales force members and capturing the excitement and sharing real-time content on Mary Kay’s social platforms.

Impact: Coyne generated sparkling results for the 50th anniversary with 1.3 billion impressions, 66 percent more than the prior year.  In social, Coyne successfully amplified the social media conversation around Mary Kay Global Makeover Day with Facebook impressions from Global Makeover Day reaching 8,370,890 and 2.3 million Twitter impressions surrounding @MaryKay mentions. Coyne received the PR Daily Award for Best Use of Social Media for Event Promotion.

Capezio

Issue: Capezio, America’s most beloved and notable dancewear brand, challenged Coyne with broadening their appeal to consumers outside the tight-knit dance community.

Idea: Coyne looked to capitalize on the upcoming season of “Dancing With the Stars” All-Stars competition to launch Capezio’s exclusive line of ballroom shoes with world champion and celebrity “Dancing With the Stars” professional Tony Dovolani. Each week, Coyne and Tony tangoed with a new set of media outlets for one-on-one phone interviews. The team also distributed the exclusive images to top short-lead entertainment outlets, as well as prominent weekly, lifestyle and fashion outlets.

Impact: The PR push surrounding the Capezio collaboration stole the show with top target media nationwide. The Coyne team secured numerous interviews with Tony Dovolani on behalf of the Capezio brand with numerous local and national outlets. The team boasted more than 250 placements and 180 million media impressions across a wide range of titles, from Star and blog Celebuzz to Reuters and Yahoo! News, to name few.

All-Star Treatment

Issue: Capezio, America’s most beloved and notable dancewear brand, challenged Coyne with broadening their appeal to consumers outside the tight-knit dance community.

Idea: Coyne looked to capitalize on the upcoming season of “Dancing With the Stars” All-Stars competition to launch Capezio’s exclusive line of ballroom shoes with world champion and celebrity “Dancing With the Stars” professional Tony Dovolani. Each week, Coyne and Tony tangoed with a new set of media outlets for one-on-one phone interviews. The team also distributed the exclusive images to top short-lead entertainment outlets, as well as prominent weekly, lifestyle and fashion outlets.

Impact: The PR push surrounding the Capezio collaboration stole the show with top target media nationwide. The Coyne team secured numerous interviews with Tony Dovolani on behalf of the Capezio brand with numerous local and national outlets. The team boasted more than 250 placements and 180 million media impressions across a wide range of titles, from Star and blog Celebuzz to Reuters and Yahoo! News, to name few.

Rodale

Issue: Rodale, the largest health and wellness content provider in the world with a global audience of more than 70 million, enlisted Coyne PR to serve as a strategic consultant for its corporate communications initiatives and program-specific efforts on behalf of marquee brands including Men’s Health, Women’s Health, Prevention, Runner’s World and Bicycling.

Idea: Coyne PR worked hand-in-hand with Rodale staff to develop trade and consumer PR campaigns that highlight the company’s cutting edge work in a rapidly changing media landscape. In order to showcase the brand’s initiatives and programs outside of its publishing roots, Coyne PR worked directly with senior leadership and the corporate communications department to identify story leads prior to program launches.

Impact: By employing varied forms of outreach strategies, Coyne PR supplemented Rodale’s valuable relationships with key national trade, business and consumer outlets to also position Rodale as a go-to source for information relating to the creation and packaging of health and wellness content, and Rodale and its properties received coveted placements within top trade and consumer outlets, including Ad Age, The New York Times, TODAY and The New York Post, among others.

AOR for the World's Leading Authority on Healthy Lifestyle

Issue: Rodale, the largest health and wellness content provider in the world with a global audience of more than 70 million, enlisted Coyne PR to serve as a strategic consultant for its corporate communications initiatives and program-specific efforts on behalf of marquee brands including Men’s Health, Women’s Health, Prevention, Runner’s World and Bicycling.

Idea: Coyne PR worked hand-in-hand with Rodale staff to develop trade and consumer PR campaigns that highlight the company’s cutting edge work in a rapidly changing media landscape. In order to showcase the brand’s initiatives and programs outside of its publishing roots, Coyne PR worked directly with senior leadership and the corporate communications department to identify story leads prior to program launches.

Impact: By employing varied forms of outreach strategies, Coyne PR supplemented Rodale’s valuable relationships with key national trade, business and consumer outlets to also position Rodale as a go-to source for information relating to the creation and packaging of health and wellness content, and Rodale and its properties received coveted placements within top trade and consumer outlets, including Ad Age, The New York Times, TODAY and The New York Post, among others.

WebMD and Sanford Health

Issue: WebMD and Sanford Health were faced with launching their new joint website, fit, designed to educate kids and parents on healthy living and obesity prevention.

Idea: To reignite the childhood obesity discussion and, consequently, direct people to the new fit website as a solution, Coyne PR introduced a never-before-discussed angle into the media’s consideration set:  the difficulty parents have speaking to kids about weight.  Dubbed “The New Talk,” the team queried parents and kids across the nation and found out that, in fact, weight was a more difficult discussion for parents to have with their kids than sex, drugs and alcohol. 

Impact: The Coyne team kicked off the launch of fit with multiple national placements, including segments on “TODAY,” the “Early Show,” “CNN Headline News” and two pieces in USA Today, followed by hits in the Huffington Post, Parents and Family Circle.  The coverage carried through into multiple stories in top media markets, including New York, Los Angeles, Washington, D.C. and Atlanta. 

Raising fit Kids

Issue: WebMD and Sanford Health were faced with launching their new joint website, fit, designed to educate kids and parents on healthy living and obesity prevention.

Idea: To reignite the childhood obesity discussion and, consequently, direct people to the new fit website as a solution, Coyne PR introduced a never-before-discussed angle into the media’s consideration set:  the difficulty parents have speaking to kids about weight.  Dubbed “The New Talk,” the team queried parents and kids across the nation and found out that, in fact, weight was a more difficult discussion for parents to have with their kids than sex, drugs and alcohol. 

Impact: The Coyne team kicked off the launch of fit with multiple national placements, including segments on “TODAY,” the “Early Show,” “CNN Headline News” and two pieces in USA Today, followed by hits in the Huffington Post, Parents and Family Circle.  The coverage carried through into multiple stories in top media markets, including New York, Los Angeles, Washington, D.C. and Atlanta.