Advertising

Coyne’s award-winning advertising team has collectively created national and international integrated campaigns for major brands including V8 Juices, Goldfish Crackers, Dannon Yogurt, Mucinex, Fisher-Price Toys and Pella Windows, among others. Their experience includes major TV campaigns (including Super Bowl commercials) as well as print, radio, outdoor and online advertising. Our team has expertise in all aspects of advertising campaign development and marketing strategy and effectively guides and partners with our clients every step of the way.

Coyne Advertising is uniquely armed with subject matter specialists that transform insights into effective campaigns. We build creative campaign strategies and specialize in the development of brand and corporate identities for small to large-scale ventures.

At the end of the day, we bring big ideas that support your cross-channel messaging, changing consumer behavior. We will make your brand into a trusted friend that your audience will keep coming back to, achieving sustainable results for your company.

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.

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.

Proponent Federal Credit Union

Issue: To enhance relationships with current members and to attract new, loyal members, Proponent Federal Credit Union asked Coyne to evaluate the essence of its brand for future marketing efforts.

Idea: Coyne laid the groundwork for impactful marketing efforts by evaluating the Proponent brand from the inside out.  Armed with secondary trend research and financial services data, the team interviewed key stakeholders, employees and current and prospective members to uncover the universal truths about Proponent.  Using a range of creative tools, the team tested the threshold of ideas that felt right and the concepts that were inconsistent with the brand vision.  With the confidence of this new grounding, Coyne created fresh new marketing plans, worthy of a company named “Proponent,” for the client’s priority products.  While the brand evaluation was underway, the credit union also asked the agency to execute its immediate Proponent Visa marketing program during the critical post-holiday period.  Concurrent to brand planning, the team rolled out fresh advertising creative, online and point-of-sale materials and direct mail.

Impact: The success of the Proponent marketing campaign will ultimately be determined by sign-ups and dollar volumes generated through member activity.  However, the preliminary Visa marketing yielded increased credit card acquisition rates compared to previous years.  The client’s new campaigns rolled out in Fall 2015, with new member recruitment taking place the following year. 

Embraces Past to Pave Future

Issue: To enhance relationships with current members and to attract new, loyal members, Proponent Federal Credit Union asked Coyne to evaluate the essence of its brand for future marketing efforts.

Idea: Coyne laid the groundwork for impactful marketing efforts by evaluating the Proponent brand from the inside out.  Armed with secondary trend research and financial services data, the team interviewed key stakeholders, employees and current and prospective members to uncover the universal truths about Proponent.  Using a range of creative tools, the team tested the threshold of ideas that felt right and the concepts that were inconsistent with the brand vision.  With the confidence of this new grounding, Coyne created fresh new marketing plans, worthy of a company named “Proponent,” for the client’s priority products.  While the brand evaluation was underway, the credit union also asked the agency to execute its immediate Proponent Visa marketing program during the critical post-holiday period.  Concurrent to brand planning, the team rolled out fresh advertising creative, online and point-of-sale materials and direct mail.

Impact: The success of the Proponent marketing campaign will ultimately be determined by sign-ups and dollar volumes generated through member activity.  However, the preliminary Visa marketing yielded increased credit card acquisition rates compared to previous years.  The client’s new campaigns rolled out in Fall 2015, with new member recruitment taking place the following year. 

The Majority Project

Issue: Coyne was challenged to create a PSA for Animal Farm Foundation’s Majority Project to help erase the negative stereotypes of pit bull dog owners.

Idea: It’s human nature to judge. And the truth is we are all guilty of judging others from time to time. This PSA features real pit bull dog owners who represent all walks of life. They are our neighbors, friends, families, public servants, etc. The narration by Jon Bernthal from “The Walking Dead” encourages owners to take a stand against prejudice and get involved.

Impact: It has generated 253 million impressions and participation increased by 87 percent.

Erasing Stereotypes

Issue: Coyne was challenged to create a PSA for Animal Farm Foundation’s Majority Project to help erase the negative stereotypes of pit bull dog owners.

Idea: It’s human nature to judge. And the truth is we are all guilty of judging others from time to time. This PSA features real pit bull dog owners who represent all walks of life. They are our neighbors, friends, families, public servants, etc. The narration by Jon Bernthal from “The Walking Dead” encourages owners to take a stand against prejudice and get involved.

Impact: It has generated 253 million impressions and participation increased by 87 percent.

Breastcancer.org

Issue: Breastcancer.org (BCO) – the world’s most-trafficked online resource for breast cancer and breast health information turned to Coyne to create a public service announcement (PSA) that would spread a message of prevention during Breast Cancer Awareness Month and drive traffic to their website. Each year BCO tackles thousands of questions like, “Can you prevent breast cancer? Is all breast cancer hereditary? Could your bra or type of deodorant cause breast cancer?” BCO seized an opportunity during October to educate a broader audience on breast cancer myths and facts.

Idea: Research showed that women have many misconceptions about breast cancer risk factors. To counter that misinformation, the PSA spoke to women about breast cancer risks and prevention in a direct, conversational and non-threatening way, using light-hearted, disarming imagery and music while maintaining a simple message. Comcast was selected as the exclusive media partner to distribute the PSA in September through mid-November. The PSA was also made available in Spanish to reach the Hispanic and Latino population.  To further promote the message, BCO featured the PSA on its homepage and distributed it via the organization’s social channels. The main call-to-action was to visit the BCO website to learn about reducing breast cancer risks.

Impact: The PSA exceeded expectations for expanding the organization’s reach, increasing website traffic and educating women on breast cancer risks. During the six-week period (September-November), the PSA aired more than 475,000 times across Comcast’s network. October 2014 was the most heavily-trafficked month for Breastcancer.org since the website launched 14 years ago – receiving 2 million visits (64 percent increase in traffic compared to October 2013). Page views on the site increased 16 percent and 90 percent of visitors engaged with content related to reducing breast cancer risks.

 

An Eye-catching PSA Brings Awareness to Breast Health and Breastcancer.org

Issue: Breastcancer.org (BCO) – the world’s most-trafficked online resource for breast cancer and breast health information turned to Coyne to create a public service announcement (PSA) that would spread a message of prevention during Breast Cancer Awareness Month and drive traffic to their website. Each year BCO tackles thousands of questions like, “Can you prevent breast cancer? Is all breast cancer hereditary? Could your bra or type of deodorant cause breast cancer?” BCO seized an opportunity during October to educate a broader audience on breast cancer myths and facts.

Idea: Research showed that women have many misconceptions about breast cancer risk factors. To counter that misinformation, the PSA spoke to women about breast cancer risks and prevention in a direct, conversational and non-threatening way, using light-hearted, disarming imagery and music while maintaining a simple message. Comcast was selected as the exclusive media partner to distribute the PSA in September through mid-November. The PSA was also made available in Spanish to reach the Hispanic and Latino population.  To further promote the message, BCO featured the PSA on its homepage and distributed it via the organization’s social channels. The main call-to-action was to visit the BCO website to learn about reducing breast cancer risks.

Impact: The PSA exceeded expectations for expanding the organization’s reach, increasing website traffic and educating women on breast cancer risks. During the six-week period (September-November), the PSA aired more than 475,000 times across Comcast’s network. October 2014 was the most heavily-trafficked month for Breastcancer.org since the website launched 14 years ago – receiving 2 million visits (64 percent increase in traffic compared to October 2013). Page views on the site increased 16 percent and 90 percent of visitors engaged with content related to reducing breast cancer risks.

 

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.

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%.

Bloom & Blossom

Issue: Coyne was challenged to introduce a new line of premium, easy-to-digest infant formulas.

Idea: The simple human truth of referring to this ultra gentle formula as “comfort food” conveys the product benefit in a very relatable way to anyone who has ever dealt with the stress of trying to feed a crying, fussy baby. The ad itself offers comfort to moms.

Impact: The campaign included print and collateral placed in doctors’ offices.

Introducing an Easy-to-Digest Infant Formula

Issue: Coyne was challenged to introduce a new line of premium, easy-to-digest infant formulas.

Idea: The simple human truth of referring to this ultra gentle formula as “comfort food” conveys the product benefit in a very relatable way to anyone who has ever dealt with the stress of trying to feed a crying, fussy baby. The ad itself offers comfort to moms.

Impact: The campaign included print and collateral placed in doctors’ offices.


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