Digital

Our award-winning digital specialists offer keen insight into your target’s online journey, presenting a thorough big picture roadmap to help guide implementation and generate measurable success. We dig deep, leveraging big data and the real people behind it to inform scalable solutions that minimize risk and maximize reward.

Our truly integrated approach to communications allows us to provide complete digital ecosystem support. Brands benefit from consulting with our specialists in content strategy, user experience, design, and development. Our team amplifies your PR and social efforts by implementing digital best practices and providing supporting SEO, SEM and analytic measurement. We also produce award-winning digital content grounded in integrated strategy.

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: In response to a shift in consumer thinking about bread and its place in their diet, along with a need to serve content to increasingly mobile users and streamline content management within the organization, Bimbo Bakeries USA (BBU), makers of Arnold, Brownberry and Oroweat bread brands sought to refresh their digital ecosystem.

Idea: Coyne came to the table with a re-focused content strategy, new responsive design, and expanded recipe offering custom crafted to engage the brands’ nutrition-conscious target. As part of the redesign, the brands’ extensive existing content was audited to identify opportunities for optimization, and then migrated into a new Drupal CMS to support content creation, collaboration and maintenance within the organization going forward. Content and code were carefully planned and quality assured to ensure an optimal and search-friendly user experience, and that the site met stringent accessibility and security standards.

Impact: With built-in support for future geographic targeting, eCRM programs, promotions, and additional content, the brands were able to refresh content and make updates with a faster turnaround. A newly added blog section supported content created by registered dietitians, supporting PR activity and serving as a key destination for visitors driven from the brands’ social channels and email program. Compared to the previous year, sessions increased over 100% with pageviews jumping 45% and mobile making up nearly 40% of all traffic.

Arnold, Brownberry, Oroweat Breads - Responsive Website Design

Issue: In response to a shift in consumer thinking about bread and its place in their diet, along with a need to serve content to increasingly mobile users and streamline content management within the organization, Bimbo Bakeries USA (BBU), makers of Arnold, Brownberry and Oroweat bread brands sought to refresh their digital ecosystem.

Idea: Coyne came to the table with a re-focused content strategy, new responsive design, and expanded recipe offering custom crafted to engage the brands’ nutrition-conscious target. As part of the redesign, the brands’ extensive existing content was audited to identify opportunities for optimization, and then migrated into a new Drupal CMS to support content creation, collaboration and maintenance within the organization going forward. Content and code were carefully planned and quality assured to ensure an optimal and search-friendly user experience, and that the site met stringent accessibility and security standards.

Impact: With built-in support for future geographic targeting, eCRM programs, promotions, and additional content, the brands were able to refresh content and make updates with a faster turnaround. A newly added blog section supported content created by registered dietitians, supporting PR activity and serving as a key destination for visitors driven from the brands’ social channels and email program. Compared to the previous year, sessions increased over 100% with pageviews jumping 45% and mobile making up nearly 40% of all traffic.

Express Scripts

Issue: Individuals becoming eligible for Medicare Part D and planning for retirement are confused about their options and overwhelmed by misinformation. On top of this confusion, selecting a Medicare plan is only undertaken once in a person’s lifetime (switching is infrequent), and the open enrollment period lasts a limited handful of months. Express Scripts wished to communicate clearly and positively with a generally less digitally-savvy audience, offering value in the form of customer service and subject matter expertise.

Idea: RoadmapforMedicare.com was designed as a web knowledge base for seniors and their families to clear up confusion and misinformation around Medicare Part D. The responsive site provides an opportunity for visitors to hear from Medicare experts on a number of popular topics, and connect with Express Scripts for help and advice via phone representatives and the company’s enrollment site. Content ideas were drawn from search behavior, proprietary surveys, and Express Scripts Medicare advisors. The site was built with a Wordpress CMS, with email managed via MailChimp for ease of implementation, tracking, and collaboration between agency and client. To drive repeat visits throughout the open enrollment period, Coyne crafted a content publishing calendar and eCRM program.

Impact: RoadmapforMedicare.com has been updated and maintained for three years running as of 2016, each year bringing a new level of engagement and expansion to the program to reach even more people as they approach this critical life phase. The site has seen a yearly increase in traffic and month over month improvement in search ranking for Medicare topics, peaking during open enrollment.

RoadmapforMedicare.com Website and eCRM Program

Issue: Individuals becoming eligible for Medicare Part D and planning for retirement are confused about their options and overwhelmed by misinformation. On top of this confusion, selecting a Medicare plan is only undertaken once in a person’s lifetime (switching is infrequent), and the open enrollment period lasts a limited handful of months. Express Scripts wished to communicate clearly and positively with a generally less digitally-savvy audience, offering value in the form of customer service and subject matter expertise.

Idea: RoadmapforMedicare.com was designed as a web knowledge base for seniors and their families to clear up confusion and misinformation around Medicare Part D. The responsive site provides an opportunity for visitors to hear from Medicare experts on a number of popular topics, and connect with Express Scripts for help and advice via phone representatives and the company’s enrollment site. Content ideas were drawn from search behavior, proprietary surveys, and Express Scripts Medicare advisors. The site was built with a Wordpress CMS, with email managed via MailChimp for ease of implementation, tracking, and collaboration between agency and client. To drive repeat visits throughout the open enrollment period, Coyne crafted a content publishing calendar and eCRM program.

Impact: RoadmapforMedicare.com has been updated and maintained for three years running as of 2016, each year bringing a new level of engagement and expansion to the program to reach even more people as they approach this critical life phase. The site has seen a yearly increase in traffic and month over month improvement in search ranking for Medicare topics, peaking during open enrollment.

Tara Smith

Issue: Award-winning celebrity hairstylist Tara Smith approached Coyne to support the stateside launch of her high-performance botanical haircare line. Previously launched in the UK, Tara’s web presence needed to be migrated and updated to support ecommerce for US shoppers while integrating with PR events and converting earned and social media traffic. Speed-to-market was key.

Idea: Taking a product-first strategy, the digital team strategized, designed and developed a responsive, mobile-optimized ecommerce destination for the brand. Through partnership with the Shopify platform, Coyne was able to quickly launch a fully functional shopping experience creatively in-sync with Tara’s distinctive brand and integrated with the messaging points being communicated through PR, social, and influencer efforts. The shop included the full backing of Google Analytics and Shopify’s measurement dashboard, which the team leveraged for insights into user behavior, search optimization, and content opportunities.

Impact: The Coyne team’s combined efforts directed new traffic to TaraSmith.com and drove a steady boost in sales with revenue increasing almost five times in one month. The website has played a key role in supporting ongoing discount code promotions, social engagement campaigns, earned media hits, and Tara’s appearances on HSN’s Beauty Report and in Bluemercury and Macy’s store locations.

Responsive Ecommerce Website, TaraSmith.com

Issue: Award-winning celebrity hairstylist Tara Smith approached Coyne to support the stateside launch of her high-performance botanical haircare line. Previously launched in the UK, Tara’s web presence needed to be migrated and updated to support ecommerce for US shoppers while integrating with PR events and converting earned and social media traffic. Speed-to-market was key.

Idea: Taking a product-first strategy, the digital team strategized, designed and developed a responsive, mobile-optimized ecommerce destination for the brand. Through partnership with the Shopify platform, Coyne was able to quickly launch a fully functional shopping experience creatively in-sync with Tara’s distinctive brand and integrated with the messaging points being communicated through PR, social, and influencer efforts. The shop included the full backing of Google Analytics and Shopify’s measurement dashboard, which the team leveraged for insights into user behavior, search optimization, and content opportunities.

Impact: The Coyne team’s combined efforts directed new traffic to TaraSmith.com and drove a steady boost in sales with revenue increasing almost five times in one month. The website has played a key role in supporting ongoing discount code promotions, social engagement campaigns, earned media hits, and Tara’s appearances on HSN’s Beauty Report and in Bluemercury and Macy’s store locations.

VF Corporation

Issue: VF Corporation charged Coyne to help launch their new intranet site to more than 15,000 employees internationally. Part of the challenge was to create excitement, participation and connectivity between 15 independent-minded and operated brands under the VF Corporate umbrella, while infusing a spirit of inclusion as “One VF” in keeping to the independent spirit and work of the brands.

Idea: Coyne created a comprehensive internal communication program designed to build anticipation and make a splash on launch day. To build excitement, the team created a strategically scheduled series of communications including emails, intranet teaser ads and a special-delivery video message from the CEO. In addition, signage infiltrated all 17 offices both nationally and abroad with teaser cling posters, desk drops and a highly visual twelve-foot banner displayed on launch day in each brand office lobby. On launch day, each employee was greeted with a two-minute video featuring VF’s Sr. Digital Manager giving a high-level walk through of the new site, but with a charming and playful twist. He managed to wear outfits representing all of their 20+ brands in all different environments while never missing a beat.

Impact: The new intranet site for VF – the Loop – saw enormous day one traffic with thousands of employees visiting the site and viewing the video. The feedback has been overwhelmingly positive, with a flood of accolades pouring into the VF Corporate Communication team by global employees within all levels of the company. Ongoing engagement with the site during the first month was higher than expected and continues to grow with more employees connecting to share valuable content through the Corporation.

Getting Employees into the ‘Loop’ – Corporate Intranet Launch

Issue: VF Corporation charged Coyne to help launch their new intranet site to more than 15,000 employees internationally. Part of the challenge was to create excitement, participation and connectivity between 15 independent-minded and operated brands under the VF Corporate umbrella, while infusing a spirit of inclusion as “One VF” in keeping to the independent spirit and work of the brands.

Idea: Coyne created a comprehensive internal communication program designed to build anticipation and make a splash on launch day. To build excitement, the team created a strategically scheduled series of communications including emails, intranet teaser ads and a special-delivery video message from the CEO. In addition, signage infiltrated all 17 offices both nationally and abroad with teaser cling posters, desk drops and a highly visual twelve-foot banner displayed on launch day in each brand office lobby. On launch day, each employee was greeted with a two-minute video featuring VF’s Sr. Digital Manager giving a high-level walk through of the new site, but with a charming and playful twist. He managed to wear outfits representing all of their 20+ brands in all different environments while never missing a beat.

Impact: The new intranet site for VF – the Loop – saw enormous day one traffic with thousands of employees visiting the site and viewing the video. The feedback has been overwhelmingly positive, with a flood of accolades pouring into the VF Corporate Communication team by global employees within all levels of the company. Ongoing engagement with the site during the first month was higher than expected and continues to grow with more employees connecting to share valuable content through the Corporation.

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.

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.

DineTime

Issue: QSR Automations, the leader in restaurant kitchen technologies, sought to extend its ubiquity to the “front of house” with its DineTime guest management and marketing app. In Coyne’s ongoing role as an integrated marketing partner, the digital team was tasked with helping to boost trial conversions among independent restaurant owners via the DineTimeHost.com website.

Idea: With the traffic driving support of targeted display advertising and SEM campaigns, Coyne took a deep dive into DineTimeHost.com’s site analytics, researching user behavior and search activity among the target audience to extract language for search optimization. With these learnings in hand, Coyne recommended copy and meta data optimizations for DineTime’s web presence while working to hone in the paid search targeting. Once paid targeting was optimized, Coyne developed a landing page strategy to test calls to action and with the goal of identifying the best converting copy.

Impact: During the course of the campaign, DineTime sign-ups nearly doubled, with the website handling traffic from over 100,000 hyper-targeted impressions. A/B testing learnings generated over a 120% boost in click-through rate on the primary call to action and helped up the overall sign-up conversion rate by half, while boosting interactions with secondary page elements by 30%.

DineTime Host Search Engine Optimization, Paid Media Integration and A/B Testing

Issue: QSR Automations, the leader in restaurant kitchen technologies, sought to extend its ubiquity to the “front of house” with its DineTime guest management and marketing app. In Coyne’s ongoing role as an integrated marketing partner, the digital team was tasked with helping to boost trial conversions among independent restaurant owners via the DineTimeHost.com website.

Idea: With the traffic driving support of targeted display advertising and SEM campaigns, Coyne took a deep dive into DineTimeHost.com’s site analytics, researching user behavior and search activity among the target audience to extract language for search optimization. With these learnings in hand, Coyne recommended copy and meta data optimizations for DineTime’s web presence while working to hone in the paid search targeting. Once paid targeting was optimized, Coyne developed a landing page strategy to test calls to action and with the goal of identifying the best converting copy.

Impact: During the course of the campaign, DineTime sign-ups nearly doubled, with the website handling traffic from over 100,000 hyper-targeted impressions. A/B testing learnings generated over a 120% boost in click-through rate on the primary call to action and helped up the overall sign-up conversion rate by half, while boosting interactions with secondary page elements by 30%.

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.

Medco Health Solutions

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

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

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

X-citing Digital Buzz

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

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

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

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). 

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.

 

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.

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.

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.  


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