Social Media

We believe social media is more than just a post or snap. Our dedicated social media strategists have a deep understanding of the platforms, consumer behaviors, content trends and influencer engagement.
 
Our social media approach is strategic, relevant and disruptive.
 
From campaign projects to ongoing strategic consultation, we partner with organizations in a variety of capacities. We are agency of record for leading brands and provided turn-key social media services, including strategic consultation, content development, monitoring and community management, advertising, measurement and reporting, influencer activation and crisis management.
 
Social and account teams work in tandem to create award-winning, integrated marketing programs that capture audiences, engage fans and drive them to action.

Bimbo Bakeries

Issue: In a category that has been feeling the heat of fad diet trends for years - from Atkins to gluten-free - Bimbo Bakeries USA (parent company of Arnold, Brownberry, and Oroweat brands) wanted a campaign that focused attention on the goodness of whole grains and called upon Coyne to lead the charge.

Idea: With the sandwich leading the way as the number one usage for sliced bread, Coyne PR developed an integrated communications campaign that included digital, PR, social and in-store support with the sandwich and whole grains nutrition at its core by ‘Celebrating America’s Better Sandwiches.’

Impact: Coyne employed a sandwich board of experts including celebrity chefs and registered dieticians to drive consumer engagement by not only communicating the benefits of whole grains found in Arnold, Brownberry and Oroweat breads, but by driving them to purchase the product to create better sandwiches of their own.  In year one, the campaign generated nearly 500 million media impressions and was so successful, the campaign is currently in its second year and will be even bigger as we look to culminate on National Sandwich Day (November 3). 

America's Better Sandwich

Issue: In a category that has been feeling the heat of fad diet trends for years - from Atkins to gluten-free - Bimbo Bakeries USA (parent company of Arnold, Brownberry, and Oroweat brands) wanted a campaign that focused attention on the goodness of whole grains and called upon Coyne to lead the charge.

Idea: With the sandwich leading the way as the number one usage for sliced bread, Coyne PR developed an integrated communications campaign that included digital, PR, social and in-store support with the sandwich and whole grains nutrition at its core by ‘Celebrating America’s Better Sandwiches.’

Impact: Coyne employed a sandwich board of experts including celebrity chefs and registered dieticians to drive consumer engagement by not only communicating the benefits of whole grains found in Arnold, Brownberry and Oroweat breads, but by driving them to purchase the product to create better sandwiches of their own.  In year one, the campaign generated nearly 500 million media impressions and was so successful, the campaign is currently in its second year and will be even bigger as we look to culminate on National Sandwich Day (November 3). 

Novartis

Issue: Novartis Pharmaceuticals’ launched a Digital Medicines group, whose mission is to lead both the organization and its brands to drive marketing beyond traditional media.  As part of this group, Novartis established the Social Media Center of Excellence (CoE), and tasked Coyne to evolve the Center, entrenching Novartis as a leader in pharmaceutical social media.

Idea: Coyne’s immediate task was to build best-in-class infrastructure for the Social Media CoE, all the while ensuring that all recommendations and programming conform both to the highly regulated provisions of the FDA, as well as Novartis’ compliance measures.  Deliverables include: defining the group’s mission and vision; standardizing education protocols for the brands and executives; benchmarking the spectrum of activity for pharma companies in the social media space; providing ongoing guidance on new brand channel activation; counseling on social media integration for brands with multiple indications; and integrating best practices with the mobile division, as appropriate.

Impact: Since the Social Media CoE’s inception, the team has increased visibility internally; expanded brand engagement in social; and increased reputational and value perception of social among stakeholders. The team continues to develop offerings for Novartis that not only will set the company apart from its competition, but also will bring a new level of interaction and conversation among Novartis’ targets.  

Building a Social Media Center of Excellence

Issue: Novartis Pharmaceuticals’ launched a Digital Medicines group, whose mission is to lead both the organization and its brands to drive marketing beyond traditional media.  As part of this group, Novartis established the Social Media Center of Excellence (CoE), and tasked Coyne to evolve the Center, entrenching Novartis as a leader in pharmaceutical social media.

Idea: Coyne’s immediate task was to build best-in-class infrastructure for the Social Media CoE, all the while ensuring that all recommendations and programming conform both to the highly regulated provisions of the FDA, as well as Novartis’ compliance measures.  Deliverables include: defining the group’s mission and vision; standardizing education protocols for the brands and executives; benchmarking the spectrum of activity for pharma companies in the social media space; providing ongoing guidance on new brand channel activation; counseling on social media integration for brands with multiple indications; and integrating best practices with the mobile division, as appropriate.

Impact: Since the Social Media CoE’s inception, the team has increased visibility internally; expanded brand engagement in social; and increased reputational and value perception of social among stakeholders. The team continues to develop offerings for Novartis that not only will set the company apart from its competition, but also will bring a new level of interaction and conversation among Novartis’ targets.  

Newman's Own

Issue:  Newman’s Own came to Coyne with a unique challenge – how to get people talking about their signature product (salad dressing) quickly, in an authentic manner, while also delivering the crucial “all profits to charity” message that is fundamental to the company.

Idea: Coyne developed Greens for Good, the brand’s first ever recipe contest that rewarded one Grand Prize Winner with $35,000 – to be given in their name to the charity of their choice! The contest leveraged Facebook organic and paid media to generate recipe entries as well as consumer votes while spreading the “all profits to charity” message. With integrated support from PR and influencer relations, Coyne recommended the brand partner with acclaimed chef/”Top Chef” Judge Hugh Acheson as well as lifestyle bloggers such as Recipe Girl and A Spicy Perspective to create additional photo and video content promoting Newman’s Own salad dressing and the Greens For Good contest on social media.

Impact: Coyne generated nearly 70 million media impressions, including the Boston Globe, NPR and 30+ SMT broadcast segments, over 18 million Facebook impressions and more than 220,000 consumers visited the Greens For Good contest page to enter their recipe or vote for their favorite finalist. Additionally, influencers generated over 17 million impressions through blogs and social media posts, including an organic pick up in BuzzFeed Life.

Toss It. Dress It. Give It. Newman's Own Salad Dressing

Issue:  Newman’s Own came to Coyne with a unique challenge – how to get people talking about their signature product (salad dressing) quickly, in an authentic manner, while also delivering the crucial “all profits to charity” message that is fundamental to the company.

Idea: Coyne developed Greens for Good, the brand’s first ever recipe contest that rewarded one Grand Prize Winner with $35,000 – to be given in their name to the charity of their choice! The contest leveraged Facebook organic and paid media to generate recipe entries as well as consumer votes while spreading the “all profits to charity” message. With integrated support from PR and influencer relations, Coyne recommended the brand partner with acclaimed chef/”Top Chef” Judge Hugh Acheson as well as lifestyle bloggers such as Recipe Girl and A Spicy Perspective to create additional photo and video content promoting Newman’s Own salad dressing and the Greens For Good contest on social media.

Impact: Coyne generated nearly 70 million media impressions, including the Boston Globe, NPR and 30+ SMT broadcast segments, over 18 million Facebook impressions and more than 220,000 consumers visited the Greens For Good contest page to enter their recipe or vote for their favorite finalist. Additionally, influencers generated over 17 million impressions through blogs and social media posts, including an organic pick up in BuzzFeed Life.

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.

 

Fiber One Chewy

Issue: The Fiber One brand entered the cluttered category of children’s snacks with the launch of new Fiber One Chewy bars, challenging Coyne PR to find an interesting and groundbreaking way to let moms know about the new offering.

Idea: Recognizing its growth and popularity among moms, Pinterest became a logical platform to launch the new product. Coyne PR recommended that the brand partner with popular “foodologist” Hungry Girl (Lisa Lillien). Coyne PR helped Fiber One Chewy identify moms who provide smart, fun snacking options for their kids and highlighted them as “Snack Champs.”  Hungry Girl surprised this select group of moms with a repin on a Pinterest board sponsored by Fiber One Chewy, and an exclusive few received a “Snack Champ” kit containing product and branded promotional items.

Impact: The visibility of the partnership was evident in the thousands of repins generated by consumers on the Fiber One Chewy sponsored board, in addition to product coupons printed as a result of the Pinterest execution alone. Coyne PR also generated buzz within the industry through a marketing exclusive with Stuart Elliott of the The New York Times, positioning Fiber One as a modern marketer evolving with consumers’ media consumption habits.

A Pinteresting Way to Launch Fiber One Chewy Bars

Issue: The Fiber One brand entered the cluttered category of children’s snacks with the launch of new Fiber One Chewy bars, challenging Coyne PR to find an interesting and groundbreaking way to let moms know about the new offering.

Idea: Recognizing its growth and popularity among moms, Pinterest became a logical platform to launch the new product. Coyne PR recommended that the brand partner with popular “foodologist” Hungry Girl (Lisa Lillien). Coyne PR helped Fiber One Chewy identify moms who provide smart, fun snacking options for their kids and highlighted them as “Snack Champs.”  Hungry Girl surprised this select group of moms with a repin on a Pinterest board sponsored by Fiber One Chewy, and an exclusive few received a “Snack Champ” kit containing product and branded promotional items.

Impact: The visibility of the partnership was evident in the thousands of repins generated by consumers on the Fiber One Chewy sponsored board, in addition to product coupons printed as a result of the Pinterest execution alone. Coyne PR also generated buzz within the industry through a marketing exclusive with Stuart Elliott of the The New York Times, positioning Fiber One as a modern marketer evolving with consumers’ media consumption habits.

Novartis

Issue: The Novartis Digital Center of Excellence tasked Coyne with launching a Mobile Health Challenge. The event was developed to bring mobile developers together to listen and understand the challenges caregivers experience, identify unmet needs in the market, and design user experiences that provide real solutions for a heart-health focused audience.

Idea: The event was kicked off with a planning session for the “hackers” at the San Francisco Planning and Urban Research Association (SPUR) Building. Novartis Team Members and executive staff worked with teams to lend clinical support, category knowledge and general insights into the nuances of the healthcare industry. The Coyne team worked with the Novartis Mobile and Social Centers of Excellence in hosting the event, social media monitoring all of Novartis’ communication, providing a real-time social command-center onsite for monitoring attendee activity, and recording the event in video and still formats for Novartis’ Corporate PR team.

Impact:  The Novartis Mobile Health Challenge represented a major shift in innovation for the pharmaceutical industry. The tech culture lives in the mode of “build fast and iterate,” and that is the specific idea that rallied a 48-hour rapid creation process that is a hackathon. The Mobile Health Challenge helped Novartis identify opportunities and a unique perspective in caregiver support tools for the families and loved ones of heart failure sufferers, and established the framework for future offerings from the company.

Mobile Health Challenge

Issue: The Novartis Digital Center of Excellence tasked Coyne with launching a Mobile Health Challenge. The event was developed to bring mobile developers together to listen and understand the challenges caregivers experience, identify unmet needs in the market, and design user experiences that provide real solutions for a heart-health focused audience.

Idea: The event was kicked off with a planning session for the “hackers” at the San Francisco Planning and Urban Research Association (SPUR) Building. Novartis Team Members and executive staff worked with teams to lend clinical support, category knowledge and general insights into the nuances of the healthcare industry. The Coyne team worked with the Novartis Mobile and Social Centers of Excellence in hosting the event, social media monitoring all of Novartis’ communication, providing a real-time social command-center onsite for monitoring attendee activity, and recording the event in video and still formats for Novartis’ Corporate PR team.

Impact:  The Novartis Mobile Health Challenge represented a major shift in innovation for the pharmaceutical industry. The tech culture lives in the mode of “build fast and iterate,” and that is the specific idea that rallied a 48-hour rapid creation process that is a hackathon. The Mobile Health Challenge helped Novartis identify opportunities and a unique perspective in caregiver support tools for the families and loved ones of heart failure sufferers, and established the framework for future offerings from the company.

Perrigo Nutritionals

Issue: In a market where big name brands own the space with large marketing budgets, Perrigo Nutritionals, the largest supplier of store brand infant formula is constantly trying to educate consumers about the nutritional equivalence of all formulas on the market, as regulated by the FDA, in order to increase usage and win share from the larger brands.

Idea:  To help focus on the most important part of the infant formula equation — the Baby, Coyne created the #UniqueBaby campaign which helped remind consumers that your baby is unique, however your formula is not. With photo sharing of children a popular social media behavior of moms, we made this the strategic underpinning of the promotion, encouraging consumers to submit cute, silly and unique photos of their little bundles of joy. Knowing moms heavily rely on other moms as their go to advisors, especially during pregnancy and becoming a new mom, we leveraged online influencers as brand advocates to create content that would be utilized in every facet of the integrated campaign from digital advertising to traditional media outreach, and social media. These bloggers helped get to word out about the promotion to new and expectant moms and introduce them to Store Brand Formula.

Impact: The multi-faceted campaign generated more than 203 million total impressions and drove qualified leads to the Store Brand Formula website where key brand messaging was contained, and also generated more than 3,500 entries submitted for the sweepstakes. Additionally, influencers created nearly 2,000 pieces of content featuring Store Brand Formula branding, including pre-buzz photo submissions, blog and social posts. 

A “UNIQUE” APPROACH TO INFANT FORMULA

Issue: In a market where big name brands own the space with large marketing budgets, Perrigo Nutritionals, the largest supplier of store brand infant formula is constantly trying to educate consumers about the nutritional equivalence of all formulas on the market, as regulated by the FDA, in order to increase usage and win share from the larger brands.

Idea:  To help focus on the most important part of the infant formula equation — the Baby, Coyne created the #UniqueBaby campaign which helped remind consumers that your baby is unique, however your formula is not. With photo sharing of children a popular social media behavior of moms, we made this the strategic underpinning of the promotion, encouraging consumers to submit cute, silly and unique photos of their little bundles of joy. Knowing moms heavily rely on other moms as their go to advisors, especially during pregnancy and becoming a new mom, we leveraged online influencers as brand advocates to create content that would be utilized in every facet of the integrated campaign from digital advertising to traditional media outreach, and social media. These bloggers helped get to word out about the promotion to new and expectant moms and introduce them to Store Brand Formula.

Impact: The multi-faceted campaign generated more than 203 million total impressions and drove qualified leads to the Store Brand Formula website where key brand messaging was contained, and also generated more than 3,500 entries submitted for the sweepstakes. Additionally, influencers created nearly 2,000 pieces of content featuring Store Brand Formula branding, including pre-buzz photo submissions, blog and social posts. 

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.

Perdue

Issue: As the leader in providing the transparency and assurance of No Antibiotics Ever (NAE) products, Perdue challenged Coyne with developing a social content strategy and campaign to align with the announcement of new milestones in a major product initiative that would engage consumers and educate them on the brand’s leadership in NAE.

Idea: Consumer social media content consumption patterns continue to favor video over imagery and text copy alone; and when it comes to tone, humor plays favorable in the feeds of consumers.  The team developed a concept featuring a custom animated video that emphasized how some other poultry brands “dance” around the issue of antibiotics with caveats and exceptions, but when Perdue says no antibiotics ever, they mean simply that. To align with market data on online video viewing behavior, the video was cut into a full-length :30 version posted to the brand’s YouTube channel, website homepage and a dedicated NAE landing page; and a :15 version, which distributed through Perdue’s social channels, including Facebook, Instagram, and Twitter.  Visibility for the content was supported by a paid media strategy specifically within relevant social media channels.

Impact: The video stood out from the rest of the flock, earning more than 1.4 million views across Facebook and YouTube. The video showed a 17% lift in purchase intent and increased Perdue-relevant search inquiries (on YouTube and Google) by 31%. Additionally, the video saw a 26% view rate, exceeding the 21% YouTube benchmark; and the content also achieved engagement rates of 45% on Instagram and 55% on Facebook, the highest of any other Perdue brand video in the past. The content also spurred a dialogue on the Perdue social channels about NAE, helping to provide clarity and dispel myths about the brand’s usage of antibiotics in animal agriculture. 

PERDUE DOESN’T DANCE AROUND NO ANTIBIOTICS

Issue: As the leader in providing the transparency and assurance of No Antibiotics Ever (NAE) products, Perdue challenged Coyne with developing a social content strategy and campaign to align with the announcement of new milestones in a major product initiative that would engage consumers and educate them on the brand’s leadership in NAE.

Idea: Consumer social media content consumption patterns continue to favor video over imagery and text copy alone; and when it comes to tone, humor plays favorable in the feeds of consumers.  The team developed a concept featuring a custom animated video that emphasized how some other poultry brands “dance” around the issue of antibiotics with caveats and exceptions, but when Perdue says no antibiotics ever, they mean simply that. To align with market data on online video viewing behavior, the video was cut into a full-length :30 version posted to the brand’s YouTube channel, website homepage and a dedicated NAE landing page; and a :15 version, which distributed through Perdue’s social channels, including Facebook, Instagram, and Twitter.  Visibility for the content was supported by a paid media strategy specifically within relevant social media channels.

Impact: The video stood out from the rest of the flock, earning more than 1.4 million views across Facebook and YouTube. The video showed a 17% lift in purchase intent and increased Perdue-relevant search inquiries (on YouTube and Google) by 31%. Additionally, the video saw a 26% view rate, exceeding the 21% YouTube benchmark; and the content also achieved engagement rates of 45% on Instagram and 55% on Facebook, the highest of any other Perdue brand video in the past. The content also spurred a dialogue on the Perdue social channels about NAE, helping to provide clarity and dispel myths about the brand’s usage of antibiotics in animal agriculture. 

Bimbo Bakeries

Issue: Coyne was tasked with launching a new line of whole grain bread for Bimbo Bakeries called Healthfull® to help the brand stand out from the competition. The brand needed something different and innovative for the category – a slice above the rest.

Idea: Coyne developed the strategic platform of Love, Your Bread to tap into the emotional connection consumers have with a food they once loved but from which may have strayed. Healthfull® is a love letter to consumers and the oh-so-important comma in Love, Your Bread differentiated the brand from the competition. The key element of Love, Your Bread is the Healthfull® Nom-Nom-Rom-Com – a tongue-in-cheek “bread trailer” for a romantic comedy that resonates with the target audience. The video tells the love story between a woman and her Heatlhfull® bread. A lovable animated character is introduced to represent Healthfull®’s commitment to being 100% whole grain bread that is 80 calories per slice with no artificial colors, flavors or preservatives.

Coyne’s holistic approach consisted of owned, paid and earned components to tell the Love, Your Bread story. In addition to the playful romantic comedy “movie trailer,” the campaign included social media calls-to-action, a dedicated hashtag (#LoveYourBread) and a targeted, multi-platform social and digital advertising campaign leveraging the fun video content.

Impact: Coyne’s out-of-the-bread-box thinking was a success and raised Healthfull®’s presence within the category. The campaign achieved more than 32.2 million social and digital impressions, 6.3 million video views, increased brand social mentions and conversations by 10x and helped Healthfull® achieve distribution across major retailers nationwide, successfully achieving all four objectives.

Healthfull® Nom-Nom-Rom-Com

Issue: Coyne was tasked with launching a new line of whole grain bread for Bimbo Bakeries called Healthfull® to help the brand stand out from the competition. The brand needed something different and innovative for the category – a slice above the rest.

Idea: Coyne developed the strategic platform of Love, Your Bread to tap into the emotional connection consumers have with a food they once loved but from which may have strayed. Healthfull® is a love letter to consumers and the oh-so-important comma in Love, Your Bread differentiated the brand from the competition. The key element of Love, Your Bread is the Healthfull® Nom-Nom-Rom-Com – a tongue-in-cheek “bread trailer” for a romantic comedy that resonates with the target audience. The video tells the love story between a woman and her Heatlhfull® bread. A lovable animated character is introduced to represent Healthfull®’s commitment to being 100% whole grain bread that is 80 calories per slice with no artificial colors, flavors or preservatives.

Coyne’s holistic approach consisted of owned, paid and earned components to tell the Love, Your Bread story. In addition to the playful romantic comedy “movie trailer,” the campaign included social media calls-to-action, a dedicated hashtag (#LoveYourBread) and a targeted, multi-platform social and digital advertising campaign leveraging the fun video content.

Impact: Coyne’s out-of-the-bread-box thinking was a success and raised Healthfull®’s presence within the category. The campaign achieved more than 32.2 million social and digital impressions, 6.3 million video views, increased brand social mentions and conversations by 10x and helped Healthfull® achieve distribution across major retailers nationwide, successfully achieving all four objectives.

Mountain Dew

Issue: Pepsico came to Coyne PR looking for a critical evolution in their brand behavior and thinking. Through Mountain Dew’s DEWmocracy, PepsiCo discovered that consumers not only expect to be involved in brand decisions, they want to lead the charge. This time doe the launch of DEWmocracy 2, Pepsico wanted to utilize social media to drive a “consumer-led innovation.”

Idea: The seven-stage campaign, which relied heavily on social media tools, such as Facebook, Twitter and Mountain Dew’s own social network DEW Labs. The brand involved their loyal DEW fans in every key decision from the color, name and flavor to label design and marketing of three potential Mountain Dew beverages. The team helped to strengthen PepsiCo and Mountain Dew’s reputation as a marketing leader and innovator, as well as profile Mountain Dew as a brand that embraces collaboration and co-creation with fans.

Impact: The Coyne PR team garnered more than 195 million impressions and over 3,000 placements. Consumer engagement throughout DEWmocracy 2 was tremendous as well, with Mountain Dew’s Facebook fan page increasing by 800,000 fans and nearly 1.4 million consumer votes. 

DEWmocracy 2

Issue: Pepsico came to Coyne PR looking for a critical evolution in their brand behavior and thinking. Through Mountain Dew’s DEWmocracy, PepsiCo discovered that consumers not only expect to be involved in brand decisions, they want to lead the charge. This time doe the launch of DEWmocracy 2, Pepsico wanted to utilize social media to drive a “consumer-led innovation.”

Idea: The seven-stage campaign, which relied heavily on social media tools, such as Facebook, Twitter and Mountain Dew’s own social network DEW Labs. The brand involved their loyal DEW fans in every key decision from the color, name and flavor to label design and marketing of three potential Mountain Dew beverages. The team helped to strengthen PepsiCo and Mountain Dew’s reputation as a marketing leader and innovator, as well as profile Mountain Dew as a brand that embraces collaboration and co-creation with fans.

Impact: The Coyne PR team garnered more than 195 million impressions and over 3,000 placements. Consumer engagement throughout DEWmocracy 2 was tremendous as well, with Mountain Dew’s Facebook fan page increasing by 800,000 fans and nearly 1.4 million consumer votes. 

Motel 6

Issue: Keeping the light on since 1962, Motel 6 came to Coyne to aid in changing the perception of the brand and broaden awareness amongst millennial travelers.

Idea: Coyne developed a social media strategy and approach to amplify the #ThrillsNotFrills message which focuses on those who travel for experiences and not amenities. After re-establishing the brand voice across Facebook, Twitter and Instagram, Coyne created the 6 FROM 6 content series to deliver “Top 6” lists for budget friendly and off the beaten path travel options.  This content helped fuel travel inspiration, provide tips and encourage travel hacks.

Impact: Coyne increased engagement 31% and generated 5x more clicks to view content on the Motel 6 social platforms. Through this, Coyne was also able to enhance the brands connection to millennial travelers through the collection and distribution of user generated content across the Motel 6 social platforms. Inserting the brand into more positive consumer conversations through social listening and generating surprise and delight opportunities to reward consumers for their engagement with the brand has proven to be a success as well.

#ThrillsNotFrills

Issue: Keeping the light on since 1962, Motel 6 came to Coyne to aid in changing the perception of the brand and broaden awareness amongst millennial travelers.

Idea: Coyne developed a social media strategy and approach to amplify the #ThrillsNotFrills message which focuses on those who travel for experiences and not amenities. After re-establishing the brand voice across Facebook, Twitter and Instagram, Coyne created the 6 FROM 6 content series to deliver “Top 6” lists for budget friendly and off the beaten path travel options.  This content helped fuel travel inspiration, provide tips and encourage travel hacks.

Impact: Coyne increased engagement 31% and generated 5x more clicks to view content on the Motel 6 social platforms. Through this, Coyne was also able to enhance the brands connection to millennial travelers through the collection and distribution of user generated content across the Motel 6 social platforms. Inserting the brand into more positive consumer conversations through social listening and generating surprise and delight opportunities to reward consumers for their engagement with the brand has proven to be a success as well.

Pfizer

Issue: With the wide-spread messages (and germs!) surrounding cold, cough, and flu season, Pfizer Pediatric Products (Children’s Advil®, Children’s Dimetapp®, Children’s Robitussin®) tasked Coyne with engaging key influencers to generate original and authentic content from “real moms” about the realities they face as parents, especially when sick gets real.

Idea: Leveraging strong relationships with online mom influencers, Coyne recommended engaging moms who have children in the Pfizer Pediatric product age-range to co-create original content that the brand could leverage on their Children’s Advil® and Sick just got real.™ social channels. Content, including videos, photos, and product testimonials, would showcase authentic voices of parenthood in a way that would relate to moms beyond the brand’s product messaging, enforcing how the Pfizer Pediatric products are there to support mom when times get tough.

Impact: From “mom confessions” to tips & tricks for surviving cold and cough season, bloggers have provided a variety of content on their blogs and social channels for usage on the Pfizer Pediatric websites and social media pages. With plans to extend partnerships with key influencers throughout the year, Pfizer Pediatrics Products has already garnered more than 14.5 million impressions to-date, and will continue to stay top-of-mind for moms through the creation and sharing of relatable content. 

SICK JUST GOT REAL.™ PFIZER PEDIATRIC UNDERSTANDS

Issue: With the wide-spread messages (and germs!) surrounding cold, cough, and flu season, Pfizer Pediatric Products (Children’s Advil®, Children’s Dimetapp®, Children’s Robitussin®) tasked Coyne with engaging key influencers to generate original and authentic content from “real moms” about the realities they face as parents, especially when sick gets real.

Idea: Leveraging strong relationships with online mom influencers, Coyne recommended engaging moms who have children in the Pfizer Pediatric product age-range to co-create original content that the brand could leverage on their Children’s Advil® and Sick just got real.™ social channels. Content, including videos, photos, and product testimonials, would showcase authentic voices of parenthood in a way that would relate to moms beyond the brand’s product messaging, enforcing how the Pfizer Pediatric products are there to support mom when times get tough.

Impact: From “mom confessions” to tips & tricks for surviving cold and cough season, bloggers have provided a variety of content on their blogs and social channels for usage on the Pfizer Pediatric websites and social media pages. With plans to extend partnerships with key influencers throughout the year, Pfizer Pediatrics Products has already garnered more than 14.5 million impressions to-date, and will continue to stay top-of-mind for moms through the creation and sharing of relatable content. 

Humana

Issue: Again, Humana turned to Coyne to generate another successful campaign for the 2012 Freewheelin event at the Republic and Democratic Conventions.

Idea: This time Freewheelin would re-invent itself into a nine-person, people-powered pedal bus – or “bus-cycle.” Twenty buses would be provided to each city – Tampa for the Republican National Convention (RNC) and Charlotte for the Democratic National Convention (DNC) – for free use by convention-goers during the convention weeks. Approximately three weeks prior to the conventions, Coyne arranged for a press conference in each host city to announce the arrival of Freewheelin. Lastly, Coyne and Humana each sent their in-house PR delegations to both the RNC and DNC to manage the events themselves, focusing outreach efforts on engaging with some of the 15,000 credentialed media on the conventions’ grounds. Social media was critical to the campaign, from Facebook to Twitter, from Flickr to Foursquare – all complemented by the production of short videos to showcase the Freewheelin experience on YouTube.

Impact: Freewheelin was a huge hit, garnering over 124 million media impressions. Social media hit big too, with 546 tweets, nearly 400 Facebook posts and the production and posting of seven videos to the Freewheelin YouTube page. Further testament to the program’s success, Freewheelers collectively took 2,583 rides – totaling 1,849 miles – or, the approximate distance between Tampa and Charlotte…three times over!

Pedaling Toward Better Health

Issue: Again, Humana turned to Coyne to generate another successful campaign for the 2012 Freewheelin event at the Republic and Democratic Conventions.

Idea: This time Freewheelin would re-invent itself into a nine-person, people-powered pedal bus – or “bus-cycle.” Twenty buses would be provided to each city – Tampa for the Republican National Convention (RNC) and Charlotte for the Democratic National Convention (DNC) – for free use by convention-goers during the convention weeks. Approximately three weeks prior to the conventions, Coyne arranged for a press conference in each host city to announce the arrival of Freewheelin. Lastly, Coyne and Humana each sent their in-house PR delegations to both the RNC and DNC to manage the events themselves, focusing outreach efforts on engaging with some of the 15,000 credentialed media on the conventions’ grounds. Social media was critical to the campaign, from Facebook to Twitter, from Flickr to Foursquare – all complemented by the production of short videos to showcase the Freewheelin experience on YouTube.

Impact: Freewheelin was a huge hit, garnering over 124 million media impressions. Social media hit big too, with 546 tweets, nearly 400 Facebook posts and the production and posting of seven videos to the Freewheelin YouTube page. Further testament to the program’s success, Freewheelers collectively took 2,583 rides – totaling 1,849 miles – or, the approximate distance between Tampa and Charlotte…three times over!

General Mills

Issue: General Mills asked Coyne PR to generate a national buzz surrounding the Hamburger Helper® Show Your Helping Hand campaign, which included a partnership with GRAMMY® Award-winning singer, songwriter and actor Tim McGraw to help Feeding America® deliver millions of meals to local food banks.

Idea: The campaign launched in New York City with a press event featuring Tim McGraw. To drive social media and word of mouth engagement, bloggers and influencers were provided with a Public Service Announcement from Tim McGraw and campaign information, “Show Your Helping Hand” badges were created for bloggers to post on their sites, and a Twitter Party focused on the importance of giving back during the holidays.

Impact: Tim McGraw’s Public Service Announcement aired more than 245 times on broadcast affiliates across the country, and nearly 100 blog posts and 2,000 tweets were secured throughout the campaign.  

A Round of Applause for a Great Helping Hand

Issue: General Mills asked Coyne PR to generate a national buzz surrounding the Hamburger Helper® Show Your Helping Hand campaign, which included a partnership with GRAMMY® Award-winning singer, songwriter and actor Tim McGraw to help Feeding America® deliver millions of meals to local food banks.

Idea: The campaign launched in New York City with a press event featuring Tim McGraw. To drive social media and word of mouth engagement, bloggers and influencers were provided with a Public Service Announcement from Tim McGraw and campaign information, “Show Your Helping Hand” badges were created for bloggers to post on their sites, and a Twitter Party focused on the importance of giving back during the holidays.

Impact: Tim McGraw’s Public Service Announcement aired more than 245 times on broadcast affiliates across the country, and nearly 100 blog posts and 2,000 tweets were secured throughout the campaign.  

Novartis

Issue:  Patients increasingly look to their peers for advice when it comes to managing their health conditions. Subsequently, a number of “ePatients” have emerged as key online opinion leaders via their blogs and other social channels, entrenching themselves as influencers on everything from living with the diagnosis to treatment decisions. Novartis understood the importance of reaching this key audience, but had no roadmap for how to engage them meaningfully – and compliantly - online.

Idea:  As an important first step, Coyne drove the development of Novartis’ Blogger Interaction Guidelines, establishing an enterprise-wide framework and principles for having responsible interactions with influencers online. Next, Coyne used the Guidelines to as the blueprint for a two-pronged approach:  1) establishing face-to-face influencer summits for patients, caregivers and healthcare professionals, resulting in six events to date in the multiple sclerosis, psoriasis, rare disease and oncology categories; and 2) developing a long-term, turnkey influencer outreach strategy to build sustainable relationships to supplement the summits.

Impact:  Over the course of the six events, Novartis engaged face-to-face with 47 influencers, resulting in 317 social posts, reaching over 1.04 million members of the community. Ongoing interactions with online influencers have allowed Novartis to gain actionable and meaningful insights from the community on their unmet needs, ultimately impacting long-term digital and social campaign marketing strategies. Online influencers actively and compliantly continue to share information provided by Novartis which, over the long-term, has served to humanize Novartis, elevate the organization’s reputation and strengthen brand share-of-voice.

Novartis Breaks Through with Online Influencers

Issue:  Patients increasingly look to their peers for advice when it comes to managing their health conditions. Subsequently, a number of “ePatients” have emerged as key online opinion leaders via their blogs and other social channels, entrenching themselves as influencers on everything from living with the diagnosis to treatment decisions. Novartis understood the importance of reaching this key audience, but had no roadmap for how to engage them meaningfully – and compliantly - online.

Idea:  As an important first step, Coyne drove the development of Novartis’ Blogger Interaction Guidelines, establishing an enterprise-wide framework and principles for having responsible interactions with influencers online. Next, Coyne used the Guidelines to as the blueprint for a two-pronged approach:  1) establishing face-to-face influencer summits for patients, caregivers and healthcare professionals, resulting in six events to date in the multiple sclerosis, psoriasis, rare disease and oncology categories; and 2) developing a long-term, turnkey influencer outreach strategy to build sustainable relationships to supplement the summits.

Impact:  Over the course of the six events, Novartis engaged face-to-face with 47 influencers, resulting in 317 social posts, reaching over 1.04 million members of the community. Ongoing interactions with online influencers have allowed Novartis to gain actionable and meaningful insights from the community on their unmet needs, ultimately impacting long-term digital and social campaign marketing strategies. Online influencers actively and compliantly continue to share information provided by Novartis which, over the long-term, has served to humanize Novartis, elevate the organization’s reputation and strengthen brand share-of-voice.

PEEPS & COMPANY

Issue: PEEPS & COMPANY® was looking to sweeten sales beyond Easter by highlighting its spooky seasonal treats non-candy items such as plush toys.

Idea: Consumer research revealed that 92% of purchases are made based on blogger recommendations, and 30% of shoppers have purchased candy online. The TRICK-OR-PEEPS campaign strategy focused heavily on earned conversation from lifestyle influencers and original user-generate content highlighting recipes, crafts and treat-toppers as alternative uses to expand consideration and context. The content was leveraged through PEEPS social channels, and each of the influencers was provided an exclusive trackable discount code to share with their readers/followers across their personal social media ecosystem.

Impact: Nearly 70 online lifestyle influencers created and shared PEEPS & COMPANY® content through more than 1,600 blog and social media posts. The conversation generated more than 9.1 million total impressions in just over one month leading up to Halloween. The program contributed to a 24% increase in online sales YOY and generated more than one third of sales generated from coupons during the month of October.

HALLOWEEN TRICK-OR-PEEPS

Issue: PEEPS & COMPANY® was looking to sweeten sales beyond Easter by highlighting its spooky seasonal treats non-candy items such as plush toys.

Idea: Consumer research revealed that 92% of purchases are made based on blogger recommendations, and 30% of shoppers have purchased candy online. The TRICK-OR-PEEPS campaign strategy focused heavily on earned conversation from lifestyle influencers and original user-generate content highlighting recipes, crafts and treat-toppers as alternative uses to expand consideration and context. The content was leveraged through PEEPS social channels, and each of the influencers was provided an exclusive trackable discount code to share with their readers/followers across their personal social media ecosystem.

Impact: Nearly 70 online lifestyle influencers created and shared PEEPS & COMPANY® content through more than 1,600 blog and social media posts. The conversation generated more than 9.1 million total impressions in just over one month leading up to Halloween. The program contributed to a 24% increase in online sales YOY and generated more than one third of sales generated from coupons during the month of October.

BD

Issue: Becton Dickinson (BD) – a global leading medical technology company – looked to Coyne PR to make a splash for the BD AutoShield Duo pen needle, an innovative technology for people with diabetes who inject medication.

Idea: Playing on the “duo” aspect of the product’s attributes, the campaign focused on encouraging patients to work with a diabetes educator to simplify their lives. We partnered with a credible expert, Tami Ross, and launched with a satellite media tour followed by press interviews and desk sides in New York City. The product landing page offered a reduced co-pay to drive uptake. The team also coordinated BD’s first influencer event at which BD hosted leading diabetes bloggers and though leaders to build stronger connections and share product details in a day long learning session.

Impact: The campaign successfully spread the word about the new product to diabetes influencers and consumer audiences across the country with 162 SMT airings and 792 radio spots. Thought leaders applauded BD’s event in 27 original posts reaching over 168,000 members of the diabetes online community. Overall, the product enjoyed 972 placements and 28.4 million impressions.

BD Medical Launches Diabetes Product

Issue: Becton Dickinson (BD) – a global leading medical technology company – looked to Coyne PR to make a splash for the BD AutoShield Duo pen needle, an innovative technology for people with diabetes who inject medication.

Idea: Playing on the “duo” aspect of the product’s attributes, the campaign focused on encouraging patients to work with a diabetes educator to simplify their lives. We partnered with a credible expert, Tami Ross, and launched with a satellite media tour followed by press interviews and desk sides in New York City. The product landing page offered a reduced co-pay to drive uptake. The team also coordinated BD’s first influencer event at which BD hosted leading diabetes bloggers and though leaders to build stronger connections and share product details in a day long learning session.

Impact: The campaign successfully spread the word about the new product to diabetes influencers and consumer audiences across the country with 162 SMT airings and 792 radio spots. Thought leaders applauded BD’s event in 27 original posts reaching over 168,000 members of the diabetes online community. Overall, the product enjoyed 972 placements and 28.4 million impressions.

DuPont Nutrition & Health

Issue: DuPont Nutrition & Health is a multinational enterprise, but its global communications team recognized the need to understand more fully how audiences in different parts of the world discussed important food ingredients manufactured by the company on a regional level. In particular, DuPont sought to inform themselves, as well as senior leadership, on how the business community and health and nutrition influencers were discussing their products and offerings across social media channels.

Idea: Coyne conducted a global social media listening study. The study analyzed conversations around the world as they pertained to each of the key products in the DuPont portfolio, with the goal of informing their messaging and social media strategy. The study produced insights on audience types, conversation themes, sentiment, top channels where dialogue was taking place and competitor insights. Coyne produced separate reports specific to India and Australia, as they are stand-out markets of importance for the company.   

Impact: The resulting 16-chapter study provided the insight to DuPont to understand more completely the state of the social media conversation about specific food ingredients, influencers and what people were saying about DuPont ingredients in particular. Its findings established benchmarks for DuPont to build brand awareness, increase the share of voice against competitors and inform social media content strategy. As a testament to its global reach, the study was used by DuPont management in various presentations in Europe and Asia to educate communications and marketing departments.

DuPont Puts Its Social Ear to the Ground

Issue: DuPont Nutrition & Health is a multinational enterprise, but its global communications team recognized the need to understand more fully how audiences in different parts of the world discussed important food ingredients manufactured by the company on a regional level. In particular, DuPont sought to inform themselves, as well as senior leadership, on how the business community and health and nutrition influencers were discussing their products and offerings across social media channels.

Idea: Coyne conducted a global social media listening study. The study analyzed conversations around the world as they pertained to each of the key products in the DuPont portfolio, with the goal of informing their messaging and social media strategy. The study produced insights on audience types, conversation themes, sentiment, top channels where dialogue was taking place and competitor insights. Coyne produced separate reports specific to India and Australia, as they are stand-out markets of importance for the company.   

Impact: The resulting 16-chapter study provided the insight to DuPont to understand more completely the state of the social media conversation about specific food ingredients, influencers and what people were saying about DuPont ingredients in particular. Its findings established benchmarks for DuPont to build brand awareness, increase the share of voice against competitors and inform social media content strategy. As a testament to its global reach, the study was used by DuPont management in various presentations in Europe and Asia to educate communications and marketing departments.

Christopher & Dana Reeve Foundation

Issue: Paralysis caused by spinal cord injury (SCI) is a life-altering injury with complications that can be both difficult to relay, and difficult to encourage an audience to relate to. The Christopher & Dana Reeve Foundation sought to educate the public about SCI and create a sense of urgency at a time when the community was on the verge of a major scientific and medical breakthrough.

Idea:  Coyne used a truly integrated approach to make the condition matter, bridging the gap between medicine and emotion and bringing to life a compelling story encouraged donor support of an SCI research breakthrough. Digital, social, and traditional PR channels worked together to spread a message of hope and urgency, seeding components of key stories and messaging to ultimately drive traffic to ReeveBigIdea.org for donation conversion.

Impact: The integrated approach is a major success, telling a comprehensive story that has taken media coverage and social buzz to an all-time high for the organization. Of particular note, the campaign’s Twitter support featured celebrities including Jerry Seinfeld, Barbara Walters and Kevin Spacey increasing reach and directing followers to ReeveBigIdea.org.

Highly engaged users continue to interact with the experiential, informative and rich website content and pledge their dollars to the cause, joining the Reeve communications database and community in the process. The Big Idea campaign has so far raised more than $8 million.

The Big Idea

Issue: Paralysis caused by spinal cord injury (SCI) is a life-altering injury with complications that can be both difficult to relay, and difficult to encourage an audience to relate to. The Christopher & Dana Reeve Foundation sought to educate the public about SCI and create a sense of urgency at a time when the community was on the verge of a major scientific and medical breakthrough.

Idea:  Coyne used a truly integrated approach to make the condition matter, bridging the gap between medicine and emotion and bringing to life a compelling story encouraged donor support of an SCI research breakthrough. Digital, social, and traditional PR channels worked together to spread a message of hope and urgency, seeding components of key stories and messaging to ultimately drive traffic to ReeveBigIdea.org for donation conversion.

Impact: The integrated approach is a major success, telling a comprehensive story that has taken media coverage and social buzz to an all-time high for the organization. Of particular note, the campaign’s Twitter support featured celebrities including Jerry Seinfeld, Barbara Walters and Kevin Spacey increasing reach and directing followers to ReeveBigIdea.org.

Highly engaged users continue to interact with the experiential, informative and rich website content and pledge their dollars to the cause, joining the Reeve communications database and community in the process. The Big Idea campaign has so far raised more than $8 million.

Humana

Issue: Every two years, more than 10,000 athletes age 50 and up compete in the National Senior Games. However, the Games are neither broadcast nor advertised and millions of boomers and seniors who could benefit from getting involved are unaware the Games exist.  As the presenting sponsor of the National Senior Games, health and well-being company Humana wanted to show the country that staying fit and athletic is achievable at all ages and abilities.

Idea: The team sought to inspire Americans age 50 and up through an integrated mix of traditional PR, social and digital strategies incorporating earned, paid and owned media. Coyne produced a video featuring Senior Games athletes running, jumping, volleying and dribbling through the Mall of America, expressing their youthful spirit and athleticism. The video launched on Humana’s Facebook, Twitter and YouTube channels to drive national excitement ahead of the Games, supplemented by a social media advertising campaign to maximize reach and engagement.

Impact: Captivating, motivational and shareable content yielded impressive social and digital media engagement, including: 10 million organic Facebook impressions; 530,000 organic Twitter impressions; and 650,000 “Mall Walker” video views – all during just a sixth month period. The team garnered 1,530 traditional media placements for 144.3 million impressions including Weekend TODAY, Today.com, ESPN SportsCenter Top 10. Local coverage spanned feature articles in key growth markets including The Advocate, Times Picayune, San Antonio Express News and multiple TV segments in Chicago, Minneaplis, Knoxville and Louisville. Additionally, a Humana brand survey of approximately 1,500 individuals age 65+ showed that, during the Games, Humana performance indicators improved in the areas of brand differentiation, value and corporate expertise.

Seniors Get Social with Humana & National Senior Games

Issue: Every two years, more than 10,000 athletes age 50 and up compete in the National Senior Games. However, the Games are neither broadcast nor advertised and millions of boomers and seniors who could benefit from getting involved are unaware the Games exist.  As the presenting sponsor of the National Senior Games, health and well-being company Humana wanted to show the country that staying fit and athletic is achievable at all ages and abilities.

Idea: The team sought to inspire Americans age 50 and up through an integrated mix of traditional PR, social and digital strategies incorporating earned, paid and owned media. Coyne produced a video featuring Senior Games athletes running, jumping, volleying and dribbling through the Mall of America, expressing their youthful spirit and athleticism. The video launched on Humana’s Facebook, Twitter and YouTube channels to drive national excitement ahead of the Games, supplemented by a social media advertising campaign to maximize reach and engagement.

Impact: Captivating, motivational and shareable content yielded impressive social and digital media engagement, including: 10 million organic Facebook impressions; 530,000 organic Twitter impressions; and 650,000 “Mall Walker” video views – all during just a sixth month period. The team garnered 1,530 traditional media placements for 144.3 million impressions including Weekend TODAY, Today.com, ESPN SportsCenter Top 10. Local coverage spanned feature articles in key growth markets including The Advocate, Times Picayune, San Antonio Express News and multiple TV segments in Chicago, Minneaplis, Knoxville and Louisville. Additionally, a Humana brand survey of approximately 1,500 individuals age 65+ showed that, during the Games, Humana performance indicators improved in the areas of brand differentiation, value and corporate expertise.

API Global

Issue: The American Petroleum Institute (API) is the premier national trade association representing all aspects of America’s oil and natural gas industry, including: certifying oil and gas professionals; conducting research; and offering up training materials for purchase on its site to help oil and gas professionals advance their careers. API had historically relied on traditional communications channels, such as email, to connect with its target audience, but sought to expand its footprint and, subsequently, enhance its brand reputation, via social media.   

Idea: Through ongoing market research, Coyne identified API’s brand voice and developed a strategy for digital and social marketing efforts, which included a heavy emphasis on LinkedIn, as social media listening revealed that this was the platform not only where the target audience congregated socially, but also where they discussed continuing education specifically. Employing learnings from its research, Coyne developed a series of campaigns based on calls-to-action to increase event attendance, increase registration for professional training, drive sales of industry documentation, and increase registration for certification exams. In tandem, Coyne developed a supporting social media and content strategy, which consisted of building API’s social presence on Facebook, Twitter and a LinkedIn Company page, while re-engaging their existing LinkedIn Group. Finally, Coyne implemented a complementary social advertising campaign for this very niche audience.

Impact: Since implementing and executing the social media strategy, API’s community has grown by nearly 10,000 followers across Twitter, Facebook, LinkedIn and its LinkedIn group.  Social media efforts have also driven over 8,300 sessions to targeted sections of API.org. Through the brand’s social media channels, not only do customers now receive information on upcoming events, newly released publications, important certifications and the corresponding exam schedules, but also have the opportunity to share their experiences and perspective on industry news and engage in a one-on-one relationship with API Global.

Making Social Inroads in Oil & Gas

Issue: The American Petroleum Institute (API) is the premier national trade association representing all aspects of America’s oil and natural gas industry, including: certifying oil and gas professionals; conducting research; and offering up training materials for purchase on its site to help oil and gas professionals advance their careers. API had historically relied on traditional communications channels, such as email, to connect with its target audience, but sought to expand its footprint and, subsequently, enhance its brand reputation, via social media.   

Idea: Through ongoing market research, Coyne identified API’s brand voice and developed a strategy for digital and social marketing efforts, which included a heavy emphasis on LinkedIn, as social media listening revealed that this was the platform not only where the target audience congregated socially, but also where they discussed continuing education specifically. Employing learnings from its research, Coyne developed a series of campaigns based on calls-to-action to increase event attendance, increase registration for professional training, drive sales of industry documentation, and increase registration for certification exams. In tandem, Coyne developed a supporting social media and content strategy, which consisted of building API’s social presence on Facebook, Twitter and a LinkedIn Company page, while re-engaging their existing LinkedIn Group. Finally, Coyne implemented a complementary social advertising campaign for this very niche audience.

Impact: Since implementing and executing the social media strategy, API’s community has grown by nearly 10,000 followers across Twitter, Facebook, LinkedIn and its LinkedIn group.  Social media efforts have also driven over 8,300 sessions to targeted sections of API.org. Through the brand’s social media channels, not only do customers now receive information on upcoming events, newly released publications, important certifications and the corresponding exam schedules, but also have the opportunity to share their experiences and perspective on industry news and engage in a one-on-one relationship with API Global.

GE Water & Process Technologies

Issue: Across the world, GE Water helps industrial customers - including utilities, municipalities, refineries, breweries and manufacturing plants - solve their greatest water and process challenges, all against a backdrop of notably stricter federal environmental regulations and a worldwide water crisis. These emerging challenges created an opportunity for GE Water to advance the brand’s recognition as an innovator in water process technology, and Coyne was tapped to enhance the brand’s social footprint and increase its recognition among its competitors.

Idea: A Coyne social media listening analysis revealed that GE Water’s target audience – plant managers, water engineers and municipalities – are highly mobile, oftentimes working in the field.  As a result, they often consume content that is visual short-form, despite the technical nature of their profession. Coyne took complex water-related topics and converted into “snackable” and interactive content, including Google Hangouts, Twitter chats, interactive quizzes, informative infographics and “Did You Know?” posts, with a heavy presence on Twitter and LinkedIn.

Impact: Since implementing the strategy, the brand saw an exponential increase in its follower base, engagement rate and customer interactions on Twitter and LinkedIn.  On Twitter, the brand saw a 66% increase in followers and an increase in monthly engagement, exceeding 900%. On LinkedIn, GE Water received a 407% jump in new followers and a nine-fold increase in monthly engagement.  

The Environment is Truly Social for GE Water

Issue: Across the world, GE Water helps industrial customers - including utilities, municipalities, refineries, breweries and manufacturing plants - solve their greatest water and process challenges, all against a backdrop of notably stricter federal environmental regulations and a worldwide water crisis. These emerging challenges created an opportunity for GE Water to advance the brand’s recognition as an innovator in water process technology, and Coyne was tapped to enhance the brand’s social footprint and increase its recognition among its competitors.

Idea: A Coyne social media listening analysis revealed that GE Water’s target audience – plant managers, water engineers and municipalities – are highly mobile, oftentimes working in the field.  As a result, they often consume content that is visual short-form, despite the technical nature of their profession. Coyne took complex water-related topics and converted into “snackable” and interactive content, including Google Hangouts, Twitter chats, interactive quizzes, informative infographics and “Did You Know?” posts, with a heavy presence on Twitter and LinkedIn.

Impact: Since implementing the strategy, the brand saw an exponential increase in its follower base, engagement rate and customer interactions on Twitter and LinkedIn.  On Twitter, the brand saw a 66% increase in followers and an increase in monthly engagement, exceeding 900%. On LinkedIn, GE Water received a 407% jump in new followers and a nine-fold increase in monthly engagement.  

Penn Medicine

Issue: Penn Medicine turned to Coyne PR to gain a better understanding of the social media landscape and venture into the field, while being mindful of privacy, ownership and content.

Idea: Penn Medicine sought to put a bulls-eye around under-leveraged areas that could be owned solely by Penn Medicine. The means to gaining this knowledge was the execution of an in-depth social media audit of Penn Medicine’s competitors, including Johns Hopkins Medicine, Duke Medicine and Stanford Medicine.  The Coyne team would assess a range of offerings, including Facebook pages, Twitter feeds, YouTube channels, blogs, RSS feeds, e-newsletters, institutional web sites and online magazines. 

Impact: The Coyne team produced a detailed report, which assessed and summarized the social media offerings of seven academic medical centers, with a specific eye toward the tone, frequency, engagement and inter-dependence that each channel provided.  In addition to providing perspective on each center independently, the report also provided a cross-academic center analysis of how each institution stacked up against each other within a given channel.  Lastly, the report provided a snapshot of areas in which no center had a substantial footprint to date, thus an opportunity for Penn to stand out.  

Assessing the Social Media Landscape of the Nation’s Top Academic Medical Centers

Issue: Penn Medicine turned to Coyne PR to gain a better understanding of the social media landscape and venture into the field, while being mindful of privacy, ownership and content.

Idea: Penn Medicine sought to put a bulls-eye around under-leveraged areas that could be owned solely by Penn Medicine. The means to gaining this knowledge was the execution of an in-depth social media audit of Penn Medicine’s competitors, including Johns Hopkins Medicine, Duke Medicine and Stanford Medicine.  The Coyne team would assess a range of offerings, including Facebook pages, Twitter feeds, YouTube channels, blogs, RSS feeds, e-newsletters, institutional web sites and online magazines. 

Impact: The Coyne team produced a detailed report, which assessed and summarized the social media offerings of seven academic medical centers, with a specific eye toward the tone, frequency, engagement and inter-dependence that each channel provided.  In addition to providing perspective on each center independently, the report also provided a cross-academic center analysis of how each institution stacked up against each other within a given channel.  Lastly, the report provided a snapshot of areas in which no center had a substantial footprint to date, thus an opportunity for Penn to stand out.  

MARSOC

Issue: The MARSOC Foundation, an organization that provides benevolent support to active duty and medically retired Special Operations Forces and their families, challenged Coyne to help extend fund raising efforts in the state of New Jersey.  

Idea: Working with local advocates, the Coyne team helped establish and develop an inaugural 5K road race as the primary event for fundraising efforts, requiring the development of a fully-integrated communications plan to bring the event to a successful reality.  Coyne branded the event as the “Seaside Semper Five” 5K race to benefit the U.S. Marines Corps Special Operations and launched a fully integrated marketing effort complete with an official logo, website, signage, branded social channels and a kick-off announcement flag raising event at City Hall in Seaside Heights, NJ, home of the inaugural race. A media outreach initiative, along with a direct marketing campaign helped drive buzz and entries leading up to the race day.

Impact: The efforts surrounding the Seaside Semper Five Marine Corps Charity 5K Run/Walk generated hundreds of Facebook page likes and Instagram followers, garnered extensive local market media coverage including multiple live shots that aired on News 12 New Jersey, as well as feature stories on Seaside Heights Patch, Toms River Patch, NJ.com, Asbury Park Press Online in addition to several local running clubs. Most importantly, the exposure and buzz generated in support of the inaugural Seaside Semper Five Marine Corps Charity 5K Run/Walk brought close to one thousand runners together raising valuable funds for the MARSOC Foundation. Further, the Seaside Semper Five Marine Corps Charity 5K Run/Walk will now become an annual fundraising event and the social channels fully developed by Coyne PR provides a permanent platform to engage with dedicated followers.

Seaside Semper Five Marine Corps Charity 5K Run/Walk

Issue: The MARSOC Foundation, an organization that provides benevolent support to active duty and medically retired Special Operations Forces and their families, challenged Coyne to help extend fund raising efforts in the state of New Jersey.  

Idea: Working with local advocates, the Coyne team helped establish and develop an inaugural 5K road race as the primary event for fundraising efforts, requiring the development of a fully-integrated communications plan to bring the event to a successful reality.  Coyne branded the event as the “Seaside Semper Five” 5K race to benefit the U.S. Marines Corps Special Operations and launched a fully integrated marketing effort complete with an official logo, website, signage, branded social channels and a kick-off announcement flag raising event at City Hall in Seaside Heights, NJ, home of the inaugural race. A media outreach initiative, along with a direct marketing campaign helped drive buzz and entries leading up to the race day.

Impact: The efforts surrounding the Seaside Semper Five Marine Corps Charity 5K Run/Walk generated hundreds of Facebook page likes and Instagram followers, garnered extensive local market media coverage including multiple live shots that aired on News 12 New Jersey, as well as feature stories on Seaside Heights Patch, Toms River Patch, NJ.com, Asbury Park Press Online in addition to several local running clubs. Most importantly, the exposure and buzz generated in support of the inaugural Seaside Semper Five Marine Corps Charity 5K Run/Walk brought close to one thousand runners together raising valuable funds for the MARSOC Foundation. Further, the Seaside Semper Five Marine Corps Charity 5K Run/Walk will now become an annual fundraising event and the social channels fully developed by Coyne PR provides a permanent platform to engage with dedicated followers.

Disney Parks

Issue: Disney asked Coyne to help lead them into online and social media to better connect with their key target audience – moms.

Idea: Building on the insight that moms rely on other moms for advice, especially first-time visitors to the park, Coyne developed a program that would leverage the digital space in a creative and viral way.  The team created the Disney Parks Moms Panel (www.disneyparksmomspanel.disney.go.com), an online forum providing guests with insider tips and insights from parents who have the passion and knowledge to create an ideal Disney vacation experience for others.  Coyne developed a unique strategy to help drive excitement and encourage consumers to enter to be part of the panel through a casting call type approach.  The integrated marketing effort consisted of traditional media, targeted banner ad placements, blogger outreach, and social media content and promotion.
 
Impact: With such strong success of the initial Disney Parks Moms Panel, Coyne has continued to help annually with the search for new panelists.  The panel has significantly grew in traffic and size. It continues to attract thousands of applicants each year and has generated hundreds of millions of impressions, encompassing print, broadcast, and social media reach. The award-winning Disney Parks Moms Panel is considered the gold standard for “advice giving” sites and one of Disney’s most important booking assets. 

Moms Panel

Issue: Disney asked Coyne to help lead them into online and social media to better connect with their key target audience – moms.

Idea: Building on the insight that moms rely on other moms for advice, especially first-time visitors to the park, Coyne developed a program that would leverage the digital space in a creative and viral way.  The team created the Disney Parks Moms Panel (www.disneyparksmomspanel.disney.go.com), an online forum providing guests with insider tips and insights from parents who have the passion and knowledge to create an ideal Disney vacation experience for others.  Coyne developed a unique strategy to help drive excitement and encourage consumers to enter to be part of the panel through a casting call type approach.  The integrated marketing effort consisted of traditional media, targeted banner ad placements, blogger outreach, and social media content and promotion.
 
Impact: With such strong success of the initial Disney Parks Moms Panel, Coyne has continued to help annually with the search for new panelists.  The panel has significantly grew in traffic and size. It continues to attract thousands of applicants each year and has generated hundreds of millions of impressions, encompassing print, broadcast, and social media reach. The award-winning Disney Parks Moms Panel is considered the gold standard for “advice giving” sites and one of Disney’s most important booking assets. 

VTech

Issue: With technology growing ever-more present in the lives of even the youngest of kids, VTech acknowledged the need to stand out with parents who were looking for innovative products that foster developmental growth and imaginative play. To generate loyalty and interest, and demonstrate their relevance as an Electronic Learning Products (ELP) leader, VTech challenged Coyne PR’s influencer relations team to drive online conversations and consumer reviews for their 2014 lineup.

Idea: Through the agency’s proprietary network of more than 3,500 bloggers, Coyne engaged top parent/lifestyle influencers with children in the key demographic range of six months to seven years. Orchestrating a year-long campaign, Coyne activated targeted influencers for nearly 50 product launches, giving them the exclusive opportunity to be among the first to try new offerings, including the Kidizoom® Smartwatch, VTech’s first kids’ interactive camera watch. They were encouraged to share their families’ experiences, manifesting in organic and unpaid content, including personal anecdotes, photos, and videos. Participants were also encouraged to post their reviews to key e-commerce websites (e.g. VTechKids.com, Amazon.com, ToysRUs.com).

Impact: The outreach garnered 83 million impressions with more than 800 blog and 30,000 social media posts for the year. The campaign also generated more than 1,500 e-commerce reviews on e-commerce sites during key timeframes such as Easter, back-to-school, and before the holiday shopping season. As an added value for the brand, VTech was able to repurpose blogger assets, such as photos and videos, on their social channels to further engage and highlight consumers.

A YEAR IN THE BLOGOSPHERE

Issue: With technology growing ever-more present in the lives of even the youngest of kids, VTech acknowledged the need to stand out with parents who were looking for innovative products that foster developmental growth and imaginative play. To generate loyalty and interest, and demonstrate their relevance as an Electronic Learning Products (ELP) leader, VTech challenged Coyne PR’s influencer relations team to drive online conversations and consumer reviews for their 2014 lineup.

Idea: Through the agency’s proprietary network of more than 3,500 bloggers, Coyne engaged top parent/lifestyle influencers with children in the key demographic range of six months to seven years. Orchestrating a year-long campaign, Coyne activated targeted influencers for nearly 50 product launches, giving them the exclusive opportunity to be among the first to try new offerings, including the Kidizoom® Smartwatch, VTech’s first kids’ interactive camera watch. They were encouraged to share their families’ experiences, manifesting in organic and unpaid content, including personal anecdotes, photos, and videos. Participants were also encouraged to post their reviews to key e-commerce websites (e.g. VTechKids.com, Amazon.com, ToysRUs.com).

Impact: The outreach garnered 83 million impressions with more than 800 blog and 30,000 social media posts for the year. The campaign also generated more than 1,500 e-commerce reviews on e-commerce sites during key timeframes such as Easter, back-to-school, and before the holiday shopping season. As an added value for the brand, VTech was able to repurpose blogger assets, such as photos and videos, on their social channels to further engage and highlight consumers.

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.

Malie Organics

Issue:  Malie Organics tasked Coyne with developing a plan to raise brand awareness and connect with consumers through Instagram – the brand’s first foray into engaging via social media versus traditional media. The team was challenged to find quality, on-brand influencers to share products with their dedicated audiences in return for product compensation versus payment.

Idea: First, Coyne developed an approach that complimented our traditional media outreach, editorializing Malie’s collections by crafting timely storylines that focus on specific products. The team then identified a strong group of impactful Instagram influencers who would resonate with Malie’s target audience and tasked them with creating visually compelling content that helped tell the brand’s story in their own unique voice. This group of Instagrammers went beyond the realm of beauty, including fashion influencers, travel bloggers, surfers, artists and photographers that could speak to the Malie lifestyle.

Impact: Through strategic outreach, tight brand messaging and a series of targeted campaigns, Coyne was able to generate impactful results quickly, securing 27 posts totaling 3 million+ impressions in just two months. Over a 90 day period, we were able to secure 42 posts totaling just under 4 million impressions. The brand’s Instagram following increased by almost 30%, and they accumulated a treasure trove of assets they were excited repurpose on their own social channels.

Targeting Instagram Influencers

Issue:  Malie Organics tasked Coyne with developing a plan to raise brand awareness and connect with consumers through Instagram – the brand’s first foray into engaging via social media versus traditional media. The team was challenged to find quality, on-brand influencers to share products with their dedicated audiences in return for product compensation versus payment.

Idea: First, Coyne developed an approach that complimented our traditional media outreach, editorializing Malie’s collections by crafting timely storylines that focus on specific products. The team then identified a strong group of impactful Instagram influencers who would resonate with Malie’s target audience and tasked them with creating visually compelling content that helped tell the brand’s story in their own unique voice. This group of Instagrammers went beyond the realm of beauty, including fashion influencers, travel bloggers, surfers, artists and photographers that could speak to the Malie lifestyle.

Impact: Through strategic outreach, tight brand messaging and a series of targeted campaigns, Coyne was able to generate impactful results quickly, securing 27 posts totaling 3 million+ impressions in just two months. Over a 90 day period, we were able to secure 42 posts totaling just under 4 million impressions. The brand’s Instagram following increased by almost 30%, and they accumulated a treasure trove of assets they were excited repurpose on their own social channels.

Timberland

Issue:  Long known for its iconic Six-Inch Wheat Boot, Timberland looked to Coyne PR to generate significant social media and consumer interest in new, stylish F15 men’s and women’s product “beyond the boot.” Building organic style credibility, changing brand perception and driving social media impressions were key goals of the campaign, which worked to reposition Timberland as a major player in the style space.

Idea:  Coyne PR researched, vetted and contracted top men’s and women’s style bloggers for its Fall 2015 campaign, focusing on influencers who would drive maximum impressions, engagement and organic style credibility. Coyne developed a comprehensive campaign that allowed bloggers to select and style their favorite pieces from the Fall 2015 collection, resulting in a series of social media and blog posts across four months. Coyne specifically looked to select popular style influencers with wide and varied social reaches, using its keen acumen to select bloggers who best represent the Timberland brand’s “rugged-refined” aesthetic.

Impact: The campaign was a key driving force in changing perception among Timberland’s target demographic – the young, active, outdoor lifestyle-focused consumer. The campaign successfully generated millions of impressions and hundreds of social media and blog posts, engaging consumers in unique ways and driving organic conversation around the stylish versatility of Timberland product. Allowing bloggers to select and style their favorite pieces from Timberland’s F15 collections also created unique organic content outside of contracted posts. The campaign added further value by creating photo and editorial content that was repurposed directly by Timberland’s email marketing team. Each segment of the campaign reached a wide consumer base and generated significant style credibility for the brand.

Blogger Program

Issue:  Long known for its iconic Six-Inch Wheat Boot, Timberland looked to Coyne PR to generate significant social media and consumer interest in new, stylish F15 men’s and women’s product “beyond the boot.” Building organic style credibility, changing brand perception and driving social media impressions were key goals of the campaign, which worked to reposition Timberland as a major player in the style space.

Idea:  Coyne PR researched, vetted and contracted top men’s and women’s style bloggers for its Fall 2015 campaign, focusing on influencers who would drive maximum impressions, engagement and organic style credibility. Coyne developed a comprehensive campaign that allowed bloggers to select and style their favorite pieces from the Fall 2015 collection, resulting in a series of social media and blog posts across four months. Coyne specifically looked to select popular style influencers with wide and varied social reaches, using its keen acumen to select bloggers who best represent the Timberland brand’s “rugged-refined” aesthetic.

Impact: The campaign was a key driving force in changing perception among Timberland’s target demographic – the young, active, outdoor lifestyle-focused consumer. The campaign successfully generated millions of impressions and hundreds of social media and blog posts, engaging consumers in unique ways and driving organic conversation around the stylish versatility of Timberland product. Allowing bloggers to select and style their favorite pieces from Timberland’s F15 collections also created unique organic content outside of contracted posts. The campaign added further value by creating photo and editorial content that was repurposed directly by Timberland’s email marketing team. Each segment of the campaign reached a wide consumer base and generated significant style credibility for the brand.

Shell Lubricants & the American Petroleum Institute

Issue: Shell Lubricants and The American Petroleum Institute (API) looked to Coyne to help design, develop and implement a campaign that would raise both consumer and trade awareness about the vital role high-quality motor oil plays in helping maximize engine life and performance.

Idea: Coyne designed, developed and launched a multi-channel plan designed to help influence all key constituencies, including a broad consumer outreach effort to engage consumers and prove to the industry that if they would support it, consumers would follow. The integrated plan combined PR, digital and social efforts through a strategy focused on sustaining momentum and peaking efforts when it made most sense for garnering maximum consumer attention. 

Impact: The MOM program is proving to be a welcome and effective consumer resource. Educational tools, developed as a result of our efforts, are influencing potential trade customers to take notice and consider MOM an important initiative that will help serve and grow their business. Ongoing PR efforts have driven more than 75 million impressions, while the blogger/influencer specific program added close to 12 million consumer impressions with thousands of retweets, hundreds of influencer blog posts and thousands of clicks to the social channels and MOM website. The search and paid efforts added more than 46 million impressions including close to 200,000 website views and more than a 500% increase in search engine directed visits. Social continues to gain momentum through our consistent content strategy and execution of strategic promotions with close to 13,000 likes, 38 million page impressions and nearly 3,000 Twitter followers.

Motor Oil Matters

Issue: Shell Lubricants and The American Petroleum Institute (API) looked to Coyne to help design, develop and implement a campaign that would raise both consumer and trade awareness about the vital role high-quality motor oil plays in helping maximize engine life and performance.

Idea: Coyne designed, developed and launched a multi-channel plan designed to help influence all key constituencies, including a broad consumer outreach effort to engage consumers and prove to the industry that if they would support it, consumers would follow. The integrated plan combined PR, digital and social efforts through a strategy focused on sustaining momentum and peaking efforts when it made most sense for garnering maximum consumer attention. 

Impact: The MOM program is proving to be a welcome and effective consumer resource. Educational tools, developed as a result of our efforts, are influencing potential trade customers to take notice and consider MOM an important initiative that will help serve and grow their business. Ongoing PR efforts have driven more than 75 million impressions, while the blogger/influencer specific program added close to 12 million consumer impressions with thousands of retweets, hundreds of influencer blog posts and thousands of clicks to the social channels and MOM website. The search and paid efforts added more than 46 million impressions including close to 200,000 website views and more than a 500% increase in search engine directed visits. Social continues to gain momentum through our consistent content strategy and execution of strategic promotions with close to 13,000 likes, 38 million page impressions and nearly 3,000 Twitter followers.

David's Bridal

Issue: While many retailers struggle after the holidays, the bridal industry is at its height due to the fact that 33 percent of all engagements happen between Thanksgiving and New Year’s Day. To capitalize on the sales opportunities with this influx of new customers, David’s Bridal tasked Coyne to create a breakthrough idea that would help them rise to the top with millennial brides-to-be.

Idea: Working closely with the David’s Bridal marketing team, Coyne developed a blogger activation to support their “Steal the Deal” initiative which invited brides-to-be to enter a sweepstakes to run through their local David’s Bridal store for two minutes to win the value of everything she could wear.  Coyne partnered with aspirational bloggers including Budget Savvy Bride, Perfect Wedding Guide and Pretty Pear Bride to create videos of each of the bloggers training for their “Steal the Deal” challenge.  The videos were used across David’s Bridal owned channels as well as cross-promoted on each blog to create a groundswell of chatter amongst brides on the best techniques to walk away with your dream look. Along with a targeted media campaign to key outlets read by the target audience, David’s Bridal was able to spread the word and achieve David’s Bridal goals.

Impact: As a result, Coyne was able to reinforce David’s Bridal as the #1 bridal authority and a go-to resource for the modern millennial bride. Coyne also created long-lasting relationships with trusted bridal influencers who shared their fun-filled experience across their social media channels using #StealtheDealDB creating exceptional buzz for the brand. The Steal the Deal Sweepstakes was highlighted in websites such as Glam.com and Examiner.com, resulting in outstanding entry for the contest and engagement for the brand.

David’s Bridal Offers Brides a Chance to “Steal the Deal”

Issue: While many retailers struggle after the holidays, the bridal industry is at its height due to the fact that 33 percent of all engagements happen between Thanksgiving and New Year’s Day. To capitalize on the sales opportunities with this influx of new customers, David’s Bridal tasked Coyne to create a breakthrough idea that would help them rise to the top with millennial brides-to-be.

Idea: Working closely with the David’s Bridal marketing team, Coyne developed a blogger activation to support their “Steal the Deal” initiative which invited brides-to-be to enter a sweepstakes to run through their local David’s Bridal store for two minutes to win the value of everything she could wear.  Coyne partnered with aspirational bloggers including Budget Savvy Bride, Perfect Wedding Guide and Pretty Pear Bride to create videos of each of the bloggers training for their “Steal the Deal” challenge.  The videos were used across David’s Bridal owned channels as well as cross-promoted on each blog to create a groundswell of chatter amongst brides on the best techniques to walk away with your dream look. Along with a targeted media campaign to key outlets read by the target audience, David’s Bridal was able to spread the word and achieve David’s Bridal goals.

Impact: As a result, Coyne was able to reinforce David’s Bridal as the #1 bridal authority and a go-to resource for the modern millennial bride. Coyne also created long-lasting relationships with trusted bridal influencers who shared their fun-filled experience across their social media channels using #StealtheDealDB creating exceptional buzz for the brand. The Steal the Deal Sweepstakes was highlighted in websites such as Glam.com and Examiner.com, resulting in outstanding entry for the contest and engagement for the brand.

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. 

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.

Crayola

Issue: Crayola looked to Coyne PR to create awareness for their new Color Wonder products with their core consumers (Mom) heading into the summer travel season.
 
Idea: Coyne PR utilized its proprietary network of mom bloggers called Coyne Connect to help spread the word to moms regarding the new products.  The bloggers were provided with product information and a Crayola Color Wonder “Summer Travel Imagination” pack that included a variety of products they could take on their family vacations.  Each blogger was encouraged to take photos of their children using the Color Wonder products while traveling and to share their posts on Crayola’s Facebook page. They were also provided with an additional prize pack to offer as a giveaway to one of their readers who were asked to share a story about traveling with their families and what they liked best about Color Wonder.
 
Impact: The program was one of the best blogger campaigns in the company’s history. In total, the program generated more than 1.4 million impressions (63 percent higher than initial projections).  It also generated tweets from 180 unique Twitter users, with 32 percent tweeting more than one and of the bloggers that posted, 25 percent posted their links to the Crayola Facebook page. 
 

Color Wonder-ful Blogger Campaign

Issue: Crayola looked to Coyne PR to create awareness for their new Color Wonder products with their core consumers (Mom) heading into the summer travel season.
 
Idea: Coyne PR utilized its proprietary network of mom bloggers called Coyne Connect to help spread the word to moms regarding the new products.  The bloggers were provided with product information and a Crayola Color Wonder “Summer Travel Imagination” pack that included a variety of products they could take on their family vacations.  Each blogger was encouraged to take photos of their children using the Color Wonder products while traveling and to share their posts on Crayola’s Facebook page. They were also provided with an additional prize pack to offer as a giveaway to one of their readers who were asked to share a story about traveling with their families and what they liked best about Color Wonder.
 
Impact: The program was one of the best blogger campaigns in the company’s history. In total, the program generated more than 1.4 million impressions (63 percent higher than initial projections).  It also generated tweets from 180 unique Twitter users, with 32 percent tweeting more than one and of the bloggers that posted, 25 percent posted their links to the Crayola Facebook page. 
 

Goodyear Tire & Rubber Company

Issue: Goodyear was looking to break through the cluttered news cycle during the biggest month in college basketball, March Madness, looking to complement its aerial coverage and advertising in a unique way.

Idea: One week prior to the men’s NCAA Division I Men's Basketball Championship, Coyne partnered with basketball trick-shot artists Dude Perfect, one of AdWeek’s top-ranked Internet brands and whose YouTube Channel has amassed nearly 250,000 subscribers, to have them attempt a near impossible shot from a flying Goodyear Blimp hundreds of feet in the air into a regulation sized hoop!

Impact: The campaign resulted in over 670 stories and more than 50 million consumer impressions, with the video quickly became a viral sensation, sparking excitement with basketball fans, general consumers and the media alike, with more than 950,000 views to date and counting.

Perfect Shot to Elevate a Brand

Issue: Goodyear was looking to break through the cluttered news cycle during the biggest month in college basketball, March Madness, looking to complement its aerial coverage and advertising in a unique way.

Idea: One week prior to the men’s NCAA Division I Men's Basketball Championship, Coyne partnered with basketball trick-shot artists Dude Perfect, one of AdWeek’s top-ranked Internet brands and whose YouTube Channel has amassed nearly 250,000 subscribers, to have them attempt a near impossible shot from a flying Goodyear Blimp hundreds of feet in the air into a regulation sized hoop!

Impact: The campaign resulted in over 670 stories and more than 50 million consumer impressions, with the video quickly became a viral sensation, sparking excitement with basketball fans, general consumers and the media alike, with more than 950,000 views to date and counting.

Naturalizer

Issue: Naturalizer, a brand that bridges the gap between comfortable and style stylish footwear, came to Coyne to promote their fall collection shoes as a solution for women who want and need both attributes in their shoes.

Idea: The team created a strategic activation plan that used both traditional and social media to reach everyday women on a national and grassroots level. A national “Wear and Share” program with glossy fashion titles, a “Naturalizer Shoe Rescue” program around BlogHer, and “surprise and delight” campaign with Coyne’s extensive blogger network and a Twitter party all put Naturalizer top of mind for women in need of fashionable and functional footwear. 

Impact: Coyne’s work in the social space for the Naturalizer brand has been more than just a foot note.  The Naturalizer “Shoe to the Rescue” contest surrounding BlogHer garnered 49 posts for nearly 963,000 impressions and 313 tweets to a total of more than 2.8 million followers. The blogger review program yielded 61 posts for 1.1 million impressions and 3,633 tweets to 5.4 million followers! Coyne’s initiative with the word of mouth network saw 12 percent of the people who received the promotion via e-mail actually going into the store and the biggest buzz for the brand happened on Twitter with the Twitter party hashtag receiving trending status! That’s what we call a “step” in the right direction.

Putting Her Best Foot Forward With Naturalizer

Issue: Naturalizer, a brand that bridges the gap between comfortable and style stylish footwear, came to Coyne to promote their fall collection shoes as a solution for women who want and need both attributes in their shoes.

Idea: The team created a strategic activation plan that used both traditional and social media to reach everyday women on a national and grassroots level. A national “Wear and Share” program with glossy fashion titles, a “Naturalizer Shoe Rescue” program around BlogHer, and “surprise and delight” campaign with Coyne’s extensive blogger network and a Twitter party all put Naturalizer top of mind for women in need of fashionable and functional footwear. 

Impact: Coyne’s work in the social space for the Naturalizer brand has been more than just a foot note.  The Naturalizer “Shoe to the Rescue” contest surrounding BlogHer garnered 49 posts for nearly 963,000 impressions and 313 tweets to a total of more than 2.8 million followers. The blogger review program yielded 61 posts for 1.1 million impressions and 3,633 tweets to 5.4 million followers! Coyne’s initiative with the word of mouth network saw 12 percent of the people who received the promotion via e-mail actually going into the store and the biggest buzz for the brand happened on Twitter with the Twitter party hashtag receiving trending status! That’s what we call a “step” in the right direction.

Burger King

Issue: BURGER KING®, the fast food chain known for serving high-quality, great-tasting, and affordable food for over 50 years, engaged Coyne PR to help increase their presence among competitors in social media. Coyne set out to develop a social media strategy that would increase the existing presence of BURGER KING® on social media. Through a multifaceted approach Coyne would leverage existing social networks to achieve these goals.

Idea: Insights developed from research determined that there was a need for engaging material to increase the overall enhancement and general presence in social media. A perfect way to execute this strategy was to boost the excitement around multiple upcoming promotions and events including free food giveaways and the unveiling of the BK Crown Program. A series of initiatives contributed to the overall strategy for building the brand’s social media footprint including leveraging new content, giveaways including Free Fries Friday and Free Onion Rings, the unveiling of the new menu items.

Impact: The BK® Facebook page increased from 1.2 million to 5.2 million page likes; the Twitter account  gained more than 25,000 new followers and the brand has expanded into new channels with Google+ and the creation of a branded YouTube channel, which has generated more than 16.5 million video views and nearly 28,000 subscribers.

Hitting the 5 Million Mark

Issue: BURGER KING®, the fast food chain known for serving high-quality, great-tasting, and affordable food for over 50 years, engaged Coyne PR to help increase their presence among competitors in social media. Coyne set out to develop a social media strategy that would increase the existing presence of BURGER KING® on social media. Through a multifaceted approach Coyne would leverage existing social networks to achieve these goals.

Idea: Insights developed from research determined that there was a need for engaging material to increase the overall enhancement and general presence in social media. A perfect way to execute this strategy was to boost the excitement around multiple upcoming promotions and events including free food giveaways and the unveiling of the BK Crown Program. A series of initiatives contributed to the overall strategy for building the brand’s social media footprint including leveraging new content, giveaways including Free Fries Friday and Free Onion Rings, the unveiling of the new menu items.

Impact: The BK® Facebook page increased from 1.2 million to 5.2 million page likes; the Twitter account  gained more than 25,000 new followers and the brand has expanded into new channels with Google+ and the creation of a branded YouTube channel, which has generated more than 16.5 million video views and nearly 28,000 subscribers.

Burger King

Issue: As agency of record, Coyne PR was charged with generating consistent national buzz to support the rebranding efforts for the BURGER KING® brand. The goal was not only to communicate the “exciting things happening at BK®” but to establish the brand as a food authority among its peers and reengage with lapsed consumers. 

Idea: Coyne PR conceived and executed a string of buzz-building efforts – a private media tasting previewing the new menu, blogger outreach mailings, an integration with “Jimmy Kimmel Live!” to announce the new fries, bringing NFL legend Lynn Swann to the “Big Game” to celebrate new onion rings, announcing the biggest menu expansion and celebrity ad campaign in BK® history, and building buzz for product innovation, including the media-sensation, the bacon sundae. While at the helm of community management for all social media channels, the team changed the way the brand communicates with consumers and rewards loyal fans.  

Impact: The results were truly fit for a king, totaling nearly 7,000 media placements with 3.4 billion impressions garnered across all channels in just nine short months on the account. In addition to massive growth of the brand’s Facebook page and Twitter account, overall social media discussion around BURGER KING® increased nearly 200 percent, and the brand became the fastest growing restaurant chain on Facebook, according to social media benchmarking platform Unmetric.

Changing the Game

Issue: As agency of record, Coyne PR was charged with generating consistent national buzz to support the rebranding efforts for the BURGER KING® brand. The goal was not only to communicate the “exciting things happening at BK®” but to establish the brand as a food authority among its peers and reengage with lapsed consumers. 

Idea: Coyne PR conceived and executed a string of buzz-building efforts – a private media tasting previewing the new menu, blogger outreach mailings, an integration with “Jimmy Kimmel Live!” to announce the new fries, bringing NFL legend Lynn Swann to the “Big Game” to celebrate new onion rings, announcing the biggest menu expansion and celebrity ad campaign in BK® history, and building buzz for product innovation, including the media-sensation, the bacon sundae. While at the helm of community management for all social media channels, the team changed the way the brand communicates with consumers and rewards loyal fans.  

Impact: The results were truly fit for a king, totaling nearly 7,000 media placements with 3.4 billion impressions garnered across all channels in just nine short months on the account. In addition to massive growth of the brand’s Facebook page and Twitter account, overall social media discussion around BURGER KING® increased nearly 200 percent, and the brand became the fastest growing restaurant chain on Facebook, according to social media benchmarking platform Unmetric.

Shell Rotella

Issue: For 28 years, Shell Rotella has hosted the trucking industry’s premier beauty contest for actively working heavy-duty trucks, Shell Rotella SuperRigs. The brand charged Coyne Public Relations with reaching a greater audience beyond attendees and the trucking media, who cover the event each year.

Idea: To ensure consistent communication, the team developed a content calendar that would populate sites with industry news, product and service highlights, and updates about events, promotions, tradeshows and more. On the Facebook and Twitter pages, the Coyne team teased details about the forthcoming event to drive traffic and participation, and utilized the #SuperRigs Twitter hashtag.  

Impact: More than 200 #SuperRigs tweets were posted during the three-day trucking event and more than 100 people became fans of the Facebook page. The Facebook page gained nearly 1,000 fans, with each post consistently receiving 2,500 impressions with an extremely targeted audience of truckers.

Social for SuperRigs

Issue: For 28 years, Shell Rotella has hosted the trucking industry’s premier beauty contest for actively working heavy-duty trucks, Shell Rotella SuperRigs. The brand charged Coyne Public Relations with reaching a greater audience beyond attendees and the trucking media, who cover the event each year.

Idea: To ensure consistent communication, the team developed a content calendar that would populate sites with industry news, product and service highlights, and updates about events, promotions, tradeshows and more. On the Facebook and Twitter pages, the Coyne team teased details about the forthcoming event to drive traffic and participation, and utilized the #SuperRigs Twitter hashtag.  

Impact: More than 200 #SuperRigs tweets were posted during the three-day trucking event and more than 100 people became fans of the Facebook page. The Facebook page gained nearly 1,000 fans, with each post consistently receiving 2,500 impressions with an extremely targeted audience of truckers.


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