NY NOW

Issue:  Emerald Expositions tasked Coyne with elevating the awareness of NY NOW, the Market for Home, Lifestyle + Gift, among trade and consumer media. As the industry’s most expansive marketplace event, NY NOW fills the Jacob K. Javits Center with over 2,400 exhibitors hailing from 80 countries across the globe, and more than 100,000 new and on-trend products throughout its three comprehensive Collections.

Idea: The team crafted a multi-tiered support plan that put NY NOW front and center with key trade and consumer media, as well as industry stakeholders before, during and after the Market’s doors closed. A strong trade media relations program included pre-market features and interviews that helped to drive awareness among the industry. Concerted efforts to introduce consumer outlets to this trade-only event led to increased attendance from this coveted media group and coverage for NY NOW in new outlets. Additionally, Coyne leveraged relationships with key journalists and influencers to secure participation from four influencers for NY NOW’s social media efforts including Maxwell Ryan of Apartment Therapy, Lindsey Beatty of Coastal Living, Lifestyle Expert Trae Bodge, and Marcus Lemonis of CNBC’s “The Profit” who also lent his voice to the NY NOW telemarketing efforts. Coyne was also tapped to bring an authentic taste of the Big Apple to the market to help enhance attendees’ overall market experience. Finally, Coyne spearheaded the development of a streamlined awards program for NY NOW that put a spotlight on the unique and exciting exhibitors on-site.

Impact: Coyne  successfully increased YoY attendance goals, securing approximately 400 editorial press attendees with notable outlets. While on-site, Coyne facilitated nine interviews and meet-and-greets with key consumer trade media, including a WCBS-TV segment, as well as two live NY1 segments. As a result of the extensive communications campaign, the team secured 175+ placements, garnering over 35 million impressions in top-tier outlets.

Heating up the 2016 Winter Market

Issue:  Emerald Expositions tasked Coyne with elevating the awareness of NY NOW, the Market for Home, Lifestyle + Gift, among trade and consumer media. As the industry’s most expansive marketplace event, NY NOW fills the Jacob K. Javits Center with over 2,400 exhibitors hailing from 80 countries across the globe, and more than 100,000 new and on-trend products throughout its three comprehensive Collections.

Idea: The team crafted a multi-tiered support plan that put NY NOW front and center with key trade and consumer media, as well as industry stakeholders before, during and after the Market’s doors closed. A strong trade media relations program included pre-market features and interviews that helped to drive awareness among the industry. Concerted efforts to introduce consumer outlets to this trade-only event led to increased attendance from this coveted media group and coverage for NY NOW in new outlets. Additionally, Coyne leveraged relationships with key journalists and influencers to secure participation from four influencers for NY NOW’s social media efforts including Maxwell Ryan of Apartment Therapy, Lindsey Beatty of Coastal Living, Lifestyle Expert Trae Bodge, and Marcus Lemonis of CNBC’s “The Profit” who also lent his voice to the NY NOW telemarketing efforts. Coyne was also tapped to bring an authentic taste of the Big Apple to the market to help enhance attendees’ overall market experience. Finally, Coyne spearheaded the development of a streamlined awards program for NY NOW that put a spotlight on the unique and exciting exhibitors on-site.

Impact: Coyne  successfully increased YoY attendance goals, securing approximately 400 editorial press attendees with notable outlets. While on-site, Coyne facilitated nine interviews and meet-and-greets with key consumer trade media, including a WCBS-TV segment, as well as two live NY1 segments. As a result of the extensive communications campaign, the team secured 175+ placements, garnering over 35 million impressions in top-tier outlets.

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.

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.

Digital Dream Labs

Issue: Digital Dream Labs came to Coyne PR to generate pre-launch buzz and make their new toy, Puzzlets, a key player in the “smart toy” category.

Idea: Parents have been flocking to the toy aisle in hopes of finding playthings that will teach their children STEAM fundamentals, as labor statistics project overall STEAM employment to grow 13% in the next 10 years. Knowing this, Coyne tapped into the growing trend of these innovative toys and pre-seeded the app-enabled interactive gaming platform to key media to establish Puzzlets as an on-trend learning toy.

Impact: In the first four months, Coyne secured Puzzlets coverage in media outlets, including The Wall Street Journal, USA Today, Parents @ Play (syndicated column), women’s tech site Chip Chick and popular YouTube unboxer Act Out Games. The team also secured a feature article in the client’s hometown of Pittsburgh with the Pittsburgh Business Times. To date, Coyne has generated over 15.4 million impression.

Full Steam Ahead for Puzzlets

Issue: Digital Dream Labs came to Coyne PR to generate pre-launch buzz and make their new toy, Puzzlets, a key player in the “smart toy” category.

Idea: Parents have been flocking to the toy aisle in hopes of finding playthings that will teach their children STEAM fundamentals, as labor statistics project overall STEAM employment to grow 13% in the next 10 years. Knowing this, Coyne tapped into the growing trend of these innovative toys and pre-seeded the app-enabled interactive gaming platform to key media to establish Puzzlets as an on-trend learning toy.

Impact: In the first four months, Coyne secured Puzzlets coverage in media outlets, including The Wall Street Journal, USA Today, Parents @ Play (syndicated column), women’s tech site Chip Chick and popular YouTube unboxer Act Out Games. The team also secured a feature article in the client’s hometown of Pittsburgh with the Pittsburgh Business Times. To date, Coyne has generated over 15.4 million impression.

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.

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.

Casio

Issue:  Casio tasked Coyne PR with generating coverage focused on its new Smart Outdoor Watch and driving media attendance at its booth and press conference during CES 2016 in Las Vegas.

Idea: To kick off CES 2016, Casio hosted a press conference during which the company introduced its new president, Kazuhiro Kashio, and latest timepiece innovation, the Smart Outdoor Watch WSD-F10. To help take the announcement to an even wider audience, Coyne set up a live stream of the press conference via Casio’s YouTube channel so media unable to attend the conference could join in on the announcement.  In addition to supporting the press conference, Coyne executed a series of tactics that included drafting press materials and scripts, developing award submissions, securing booth appointments, hosting media on-site and much more!

Impact: It’s safe to say that Casio’s time had come at CES! The press conference was a huge success with a standing-room only crowd of more than 200 media in attendance from top-tier outlets including CNET, Cult of Mac, Digital Trends, Mashable, PCMag, Techlicious, Tom’s Guide, TWICE magazine, among others. Coyne also conducted 83 media tours onsite in the booth! As a result of these aggressive efforts, Coyne generated coverage on Android Central, ChipChick, CNET, Digital Trends, Engadget, Financial Times, Forbes, Gizmodo, Mashable, PCMag, Pocket-Lint, Slashgear, Techcrunch, Ubergizmo, The Verge, USA Today, the Wall Street Journal, etc. which resulted in more than 427 million media impressions and nearly $21 million in estimated ad value. 

CASIO TAKES OVER CES 2016 WITH SMART WATCH INTRODUCTION

Issue:  Casio tasked Coyne PR with generating coverage focused on its new Smart Outdoor Watch and driving media attendance at its booth and press conference during CES 2016 in Las Vegas.

Idea: To kick off CES 2016, Casio hosted a press conference during which the company introduced its new president, Kazuhiro Kashio, and latest timepiece innovation, the Smart Outdoor Watch WSD-F10. To help take the announcement to an even wider audience, Coyne set up a live stream of the press conference via Casio’s YouTube channel so media unable to attend the conference could join in on the announcement.  In addition to supporting the press conference, Coyne executed a series of tactics that included drafting press materials and scripts, developing award submissions, securing booth appointments, hosting media on-site and much more!

Impact: It’s safe to say that Casio’s time had come at CES! The press conference was a huge success with a standing-room only crowd of more than 200 media in attendance from top-tier outlets including CNET, Cult of Mac, Digital Trends, Mashable, PCMag, Techlicious, Tom’s Guide, TWICE magazine, among others. Coyne also conducted 83 media tours onsite in the booth! As a result of these aggressive efforts, Coyne generated coverage on Android Central, ChipChick, CNET, Digital Trends, Engadget, Financial Times, Forbes, Gizmodo, Mashable, PCMag, Pocket-Lint, Slashgear, Techcrunch, Ubergizmo, The Verge, USA Today, the Wall Street Journal, etc. which resulted in more than 427 million media impressions and nearly $21 million in estimated ad value. 

David's Bridal

Issue: Coyne was tasked with developing a launch plan to announce the top secret collaboration with UK designer Jenny Packham. The team had to balance maintaining the exclusivity of Jenny Packham’s namesake and credibility within the U.S. bridal market while making a splash with media in spite of the crowded Bridal Market Week scene.

Idea: Coyne developed a tight media strategy in a niche market that kicked off with a stage setting story in WWD, the leading fashion industry publication, to break the news and get consumer media excited about the collaboration. On the heels of this announcement, a tightly curated list of top-tier bridal and fashion media were invited to an exclusive press preview event during Bridal Market Week at New York’s coveted Waverly Inn. Attendees enjoyed passed hors d'oeuvres and prosecco while getting a first look at the collection, with three models rotating dresses throughout the evening. Jenny Packham was onsite for one-on-one interviews with key media and mingling with guests. In anticipation of the collection hitting stores in February, signature stories were placed in top bridal magazines including The Knot and Martha Stewart Weddings.


Impact:Through strategic planning and smart, targeted outreach, Coyne was able to garner meaningful coverage leading up to the launch of the collection. The ‘fewer, bigger, better’ approach of securing rich stories in the most impactful outlets helped capture the essence of the collaboration while also maintaining Jenny Packham’s credibility in the bridal space, which pleased the Jenny Packham team as well as the David’s Bridal marketing team.

‘Wonder by Jenny Packham’ Collaboration

Issue: Coyne was tasked with developing a launch plan to announce the top secret collaboration with UK designer Jenny Packham. The team had to balance maintaining the exclusivity of Jenny Packham’s namesake and credibility within the U.S. bridal market while making a splash with media in spite of the crowded Bridal Market Week scene.

Idea: Coyne developed a tight media strategy in a niche market that kicked off with a stage setting story in WWD, the leading fashion industry publication, to break the news and get consumer media excited about the collaboration. On the heels of this announcement, a tightly curated list of top-tier bridal and fashion media were invited to an exclusive press preview event during Bridal Market Week at New York’s coveted Waverly Inn. Attendees enjoyed passed hors d'oeuvres and prosecco while getting a first look at the collection, with three models rotating dresses throughout the evening. Jenny Packham was onsite for one-on-one interviews with key media and mingling with guests. In anticipation of the collection hitting stores in February, signature stories were placed in top bridal magazines including The Knot and Martha Stewart Weddings.


Impact:Through strategic planning and smart, targeted outreach, Coyne was able to garner meaningful coverage leading up to the launch of the collection. The ‘fewer, bigger, better’ approach of securing rich stories in the most impactful outlets helped capture the essence of the collaboration while also maintaining Jenny Packham’s credibility in the bridal space, which pleased the Jenny Packham team as well as the David’s Bridal marketing team.

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.

Lionel

Issue: Long known for its iconic model trains, Lionel tasked Coyne PR with generating awareness for its revolutionary new product, Mega Tracks, during Toy Fair 2016, the toy industry’s annual trade show. 

Idea: Coyne PR executed a series of tactics in support of Toy Fair, beginning with a Mega Tracks “sneak peek” event where key toy influencers were given the opportunity to experience the revolutionary rail system first-hand, in an effort to keep Lionel top of mind as they planned Toy Fair coverage. In addition, Coyne PR developed a press release to announce the new product, which was distributed over the wire before the start of the show, secured media appointments in the Lionel booth over the course of the show and conducted personalized tours on-site that included product demonstrations.  Coyne PR also worked with an Associated Press photographer to distribute photos of the Mega Tracks booth display over the wire on the opening day of the show.

Impact: Toy Fair was a monumental success for Lionel, with Coyne PR generating top-tier media coverage for Mega Tracks. The product was featured in five national broadcast segments, including Live with Kelly & Michael, Good Morning America, CBS Evening News and two segments on ABC World News Now.  Additionally, Mega Tracks was included in numerous online Toy Fair stories, including USA Today, The Wall Street Journal, Gizmodo, Popular Science and more.  During the course of the show, Coyne PR and Lionel met with reporters from over 60 media outlets including USA Today, CNBC, Parents, Examiner.com and many more. In total, Coyne PR generated more than 172 million media impressions for Lionel during Toy Fair.  

Toy Fair 2016 With Introduction of Mega Tracks

Issue: Long known for its iconic model trains, Lionel tasked Coyne PR with generating awareness for its revolutionary new product, Mega Tracks, during Toy Fair 2016, the toy industry’s annual trade show. 

Idea: Coyne PR executed a series of tactics in support of Toy Fair, beginning with a Mega Tracks “sneak peek” event where key toy influencers were given the opportunity to experience the revolutionary rail system first-hand, in an effort to keep Lionel top of mind as they planned Toy Fair coverage. In addition, Coyne PR developed a press release to announce the new product, which was distributed over the wire before the start of the show, secured media appointments in the Lionel booth over the course of the show and conducted personalized tours on-site that included product demonstrations.  Coyne PR also worked with an Associated Press photographer to distribute photos of the Mega Tracks booth display over the wire on the opening day of the show.

Impact: Toy Fair was a monumental success for Lionel, with Coyne PR generating top-tier media coverage for Mega Tracks. The product was featured in five national broadcast segments, including Live with Kelly & Michael, Good Morning America, CBS Evening News and two segments on ABC World News Now.  Additionally, Mega Tracks was included in numerous online Toy Fair stories, including USA Today, The Wall Street Journal, Gizmodo, Popular Science and more.  During the course of the show, Coyne PR and Lionel met with reporters from over 60 media outlets including USA Today, CNBC, Parents, Examiner.com and many more. In total, Coyne PR generated more than 172 million media impressions for Lionel during Toy Fair.  

Daytona International Speedway

Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.

Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.

Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.

Impact:  As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.

Reimagining An American Icon

Issue: Daytona International Speedway (DIS) tasked Coyne with constructing a three-year narrative about its $400 million DAYTONA Rising redevelopment project, transforming DIS into the world’s first motorsports stadium.

Idea: Recognizing that hard hats/shovels would not suffice for the groundbreaking, Coyne created an actual race! The first/only DAYTONA Rising 500 was a competition featuring massive construction equipment in place of stock cars that provided winners with the opportunity to officially break ground. The event pitted pairings of current and former NASCAR drivers in a test of competitive driving skills. With the successful groundbreaking in its rearview mirror, Coyne drove interest in the project (until its completion in January 2016) by creating a steady conversation with existing motorsports fans/new fans and “incorporating” them into construction milestones.

Understanding the need to bring DAYTONA Rising to new places, Coyne held several FAM trips from 2014-2016 with high-profile technology, travel and business media to showcase the transformation, new fan-friendly experience, modern amenities and generate exposure for new naming rights partners such as Toyota, Florida Hospital, Chevrolet, Sunoco and Axalta.

Impact:  As the project crossed the finished line, Coyne generated more than one billion impressions, nearly 8,000 stories and more than $19 million in publicity value. DAYTONA Rising was featured in national media such as The New York Times, USA TODAY, Forbes, Sports Illustrated, CNNMoney, Popular Mechanics, “Fox & Friends,” Bloomberg and CNBC. The new motorsports stadium was also named Sports Facility of the Year as part of SportsBusiness Journal’s 2016 Sports Business Awards. Coyne helped DIS successfully usher in a new era while never losing sight of its storied past.

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. 

Hip Hop Caucus

Issue: Founded in 2004, Hip Hop Caucus is a national, non-profit organization that connects millennials, people of color, and disenfranchised communities to the civic process to build collective power and create positive change. To enhance its visibility, Hip Hop Caucus entrusted Coyne with its bi-partisan 2016 Respect My Vote! and People’s Climate Music campaigns. In turn, Coyne positioned the organization as a leader in educating and mobilizing Americans on voting and climate justice, during this Presidential election year.

Idea: Coyne created a strategic communications program, which leveraged the campaigns’ primary news drivers: non-partisan stance; celebrity spokespersons; expert commentary on current issues and trends. To build awareness and sustain each campaign’s momentum, Coyne and Hip Hop Caucus secured partnerships with celebrities and national media outlets as well as coordinated town hall discussions to spread the word about voter resources and action on climate change.  Furthermore, Coyne supported an influencer campaign that included 186 influencers from around the country to get involved in Respect My Vote! at no cost.   Through both big ideas and targeted media outreach, Coyne’s comprehensive program would solidify Hip Hop Caucus as a platform that engages the public for electoral activism.

Impact: As a result of Coyne’s action plan, Hip Hop Caucus was part of civic conversations on top news outlets including, CNN, PEOPLE, Complex, Forbes, Vice, NBC News, The Hill, UPROXX, MTV, Teen Vogue, SiriusXM, and radio stations across the nation. HHC’s President/CEO Rev Lennox Yearwood Jr. and high-profile celebrities including Keke Palmer, Charlamagne tha God, Taboo of The Black Eyed Peas and Amber Rose were integrated into Coyne’s strategy to generate over 1,080 stories across broadcast, print, online and social media, which garnered over 287 million impressions.

Respect My Vote

Issue: Founded in 2004, Hip Hop Caucus is a national, non-profit organization that connects millennials, people of color, and disenfranchised communities to the civic process to build collective power and create positive change. To enhance its visibility, Hip Hop Caucus entrusted Coyne with its bi-partisan 2016 Respect My Vote! and People’s Climate Music campaigns. In turn, Coyne positioned the organization as a leader in educating and mobilizing Americans on voting and climate justice, during this Presidential election year.

Idea: Coyne created a strategic communications program, which leveraged the campaigns’ primary news drivers: non-partisan stance; celebrity spokespersons; expert commentary on current issues and trends. To build awareness and sustain each campaign’s momentum, Coyne and Hip Hop Caucus secured partnerships with celebrities and national media outlets as well as coordinated town hall discussions to spread the word about voter resources and action on climate change.  Furthermore, Coyne supported an influencer campaign that included 186 influencers from around the country to get involved in Respect My Vote! at no cost.   Through both big ideas and targeted media outreach, Coyne’s comprehensive program would solidify Hip Hop Caucus as a platform that engages the public for electoral activism.

Impact: As a result of Coyne’s action plan, Hip Hop Caucus was part of civic conversations on top news outlets including, CNN, PEOPLE, Complex, Forbes, Vice, NBC News, The Hill, UPROXX, MTV, Teen Vogue, SiriusXM, and radio stations across the nation. HHC’s President/CEO Rev Lennox Yearwood Jr. and high-profile celebrities including Keke Palmer, Charlamagne tha God, Taboo of The Black Eyed Peas and Amber Rose were integrated into Coyne’s strategy to generate over 1,080 stories across broadcast, print, online and social media, which garnered over 287 million impressions.

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. 

USA Swimming Foundation

Issue: Coyne was charged with creating an “impact event” to resonate with the community and media for The USA Swimming Foundation, “Make A Splash” program, which encourages families to teach children how to swim and prevent childhood drowning.  The initiative targeted a multi-cultural audience based on a 2010 study that found 70 percent of African American and 60 percent of Hispanic children are unable to swim in the United States.

Idea: Coyne literally made a splash in downtown Chicago with four Olympic gold medalists Cullen Jones, Jessica Hardy, Rowdy Gaines and Conor Dwyer. The team commissioned We Talk Chalk, a 3D painting agency to transform a downtown Chicago plaza into an Olympic-sized pool mural through the magic of 3D art to celebrate the first day of public pools opening in Chicago. Chicago’s Magnificent Mile, the most densely populated section of Michigan Avenue, served as the ideal location to hold the USA Swimming Foundation mural. After 72 hours, the painters created an incredibly realistic 3D pool mural, producing an immersive experience. This drew the attention of local and national media as it garnered awareness for the “Make A Splash” program and tempted pedestrians to strike a “dive in” pose.

Impact: Between pre and post-event media outreach efforts, Coyne generated more than 32 million total media impressions; 62 total news articles and a multitude of social placements to date. Coverage from top outlets included Yahoo! Parenting, ABC 7 Chicago, Chicago Tribune, JET Magazine, Telemundo 44 and RedEye Chicago. At the 3D pool mural unveiling, the USA Swimming Foundation made a pledge to teach 25,000 Chicago youth to swim during the summer of 2015 through the “Make a Splash” initiative, which will continue to create awareness for this preventable issue.

Make a Splash

Issue: Coyne was charged with creating an “impact event” to resonate with the community and media for The USA Swimming Foundation, “Make A Splash” program, which encourages families to teach children how to swim and prevent childhood drowning.  The initiative targeted a multi-cultural audience based on a 2010 study that found 70 percent of African American and 60 percent of Hispanic children are unable to swim in the United States.

Idea: Coyne literally made a splash in downtown Chicago with four Olympic gold medalists Cullen Jones, Jessica Hardy, Rowdy Gaines and Conor Dwyer. The team commissioned We Talk Chalk, a 3D painting agency to transform a downtown Chicago plaza into an Olympic-sized pool mural through the magic of 3D art to celebrate the first day of public pools opening in Chicago. Chicago’s Magnificent Mile, the most densely populated section of Michigan Avenue, served as the ideal location to hold the USA Swimming Foundation mural. After 72 hours, the painters created an incredibly realistic 3D pool mural, producing an immersive experience. This drew the attention of local and national media as it garnered awareness for the “Make A Splash” program and tempted pedestrians to strike a “dive in” pose.

Impact: Between pre and post-event media outreach efforts, Coyne generated more than 32 million total media impressions; 62 total news articles and a multitude of social placements to date. Coverage from top outlets included Yahoo! Parenting, ABC 7 Chicago, Chicago Tribune, JET Magazine, Telemundo 44 and RedEye Chicago. At the 3D pool mural unveiling, the USA Swimming Foundation made a pledge to teach 25,000 Chicago youth to swim during the summer of 2015 through the “Make a Splash” initiative, which will continue to create awareness for this preventable issue.

100 Black Men of New Jersey

Issue: The 100 Black Men of New Jersey (The 100) called on Coyne to inform the public about the non-profit’s programs in mentoring, education, health and wellness and economic empowerment and drive community involvement. 

Idea: Coyne continues to generate awareness and community support by making The 100 Black Men of New Jersey’s initiatives part of the larger media conversation. From healthcare to leadership, Coyne created messaging that resonates with audiences and communities nationwide and still captures the interests of those local to the New Jersey area. Most recently, Coyne worked with The 100 to create greater interest in events, such as the “Cooking for Change” college scholarship fundraiser and the Youth Leadership Summit, held in concert with the U.S. Marine Corps. Well-crafted pitches, online and print calendar listings, and earned media placements were used together to weave 360 degree coverage - pre-event, onsite, and post-event. Additionally, Coyne pursues interview opportunities for the chapter president to solidify him as a voice for the African-American community. These opportunities also give a voice to the organization and allow the chapter’s core values and competencies to be recognized.

Impact: By inserting Coyne, The 100 Black Men has not only seen media coverage from the hyperlocal to the top-tier levels, but also a greater reach to the community, thus greater involvement. The ultimate measure of success will be in the amount of residents that are informed about programs and driven to participate. Coyne continues to create opportunities and partnerships, both locally and nationally, for The 100.

Raising the Bar for Civic Engagement

Issue: The 100 Black Men of New Jersey (The 100) called on Coyne to inform the public about the non-profit’s programs in mentoring, education, health and wellness and economic empowerment and drive community involvement. 

Idea: Coyne continues to generate awareness and community support by making The 100 Black Men of New Jersey’s initiatives part of the larger media conversation. From healthcare to leadership, Coyne created messaging that resonates with audiences and communities nationwide and still captures the interests of those local to the New Jersey area. Most recently, Coyne worked with The 100 to create greater interest in events, such as the “Cooking for Change” college scholarship fundraiser and the Youth Leadership Summit, held in concert with the U.S. Marine Corps. Well-crafted pitches, online and print calendar listings, and earned media placements were used together to weave 360 degree coverage - pre-event, onsite, and post-event. Additionally, Coyne pursues interview opportunities for the chapter president to solidify him as a voice for the African-American community. These opportunities also give a voice to the organization and allow the chapter’s core values and competencies to be recognized.

Impact: By inserting Coyne, The 100 Black Men has not only seen media coverage from the hyperlocal to the top-tier levels, but also a greater reach to the community, thus greater involvement. The ultimate measure of success will be in the amount of residents that are informed about programs and driven to participate. Coyne continues to create opportunities and partnerships, both locally and nationally, for The 100.

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. 

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. 

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.

 

VTech

Issue: VTech challenged Coyne to generate continued awareness and coverage for their new Kidizoom Action Cam through the summer months, following an April launch.

Idea: In order to generate truly engaged posts and content-rich editorial surrounding the Kidizoom Action Cam, Coyne offered select media and bloggers with children in the target age range the opportunity for personal skateboarding lessons featuring a one-on-one introduction to the Kidizoom Action Cam. Since many of these outlets had already covered the launch in April, this was a unique way to build on the momentum and offer them another reason to write about the product.

Impact: Coyne hosted exclusive sessions with influencers and the children of bloggers over the course of three days. The attendees posted across their social media channels in real-time during the events with a designated hashtag. They also shared multi-media assets and reviews on their websites in the days following, featuring engaging images and videos of their skateboarding lessons and authentically capturing the fun and functional capabilities of the Kidizoom Action Cam and effectively introducing the product to their thousands of collective followers and beyond.

Putting the Action in Action Cam

Issue: VTech challenged Coyne to generate continued awareness and coverage for their new Kidizoom Action Cam through the summer months, following an April launch.

Idea: In order to generate truly engaged posts and content-rich editorial surrounding the Kidizoom Action Cam, Coyne offered select media and bloggers with children in the target age range the opportunity for personal skateboarding lessons featuring a one-on-one introduction to the Kidizoom Action Cam. Since many of these outlets had already covered the launch in April, this was a unique way to build on the momentum and offer them another reason to write about the product.

Impact: Coyne hosted exclusive sessions with influencers and the children of bloggers over the course of three days. The attendees posted across their social media channels in real-time during the events with a designated hashtag. They also shared multi-media assets and reviews on their websites in the days following, featuring engaging images and videos of their skateboarding lessons and authentically capturing the fun and functional capabilities of the Kidizoom Action Cam and effectively introducing the product to their thousands of collective followers and beyond.

Playmates

Issue: Teenage Mutant Ninja Turtles, one of the most popular kids' entertainment brands of the 1980s, made an epic return in 2012 with a new CG-animated show on Nickelodeon and a new toy line from Playmates Toys. The show has been a continuous hit since 2012, with Playmates Toys introducing new products that are inspired by each season of the show. Coyne is continually challenged by Playmates Toys to generate awareness for the new Turtles line each year among a key audience – the collector community.

Idea: With Playmates Toys unveiling the new Turtles line at Toy Fair each year, Coyne took advantage of the assets available during this time and coordinated an intimate event for the loyal collector community. Held on the first day of the show each year, Coyne invites over 75 collectors to visit the booth during a designated period. Collectors are divided into small groups and are provided with an in-depth guided tour of the new product line by members of the Playmates Toys marketing team. During the event, collectors are given the opportunity to ask questions and take photographs of the latest products to be hitting shelves.

Impact: Coyne has been hosting the special collector event during Toy Fair for the past four years, with attendance climbing each year.  In 2015, nearly 100 collectors attended the event, including influential collectors such as Pixel Dan, Comic Vine, CollectionDX and Action Figure Pics. After the event, the majority of the collectors post detailed articles with photos, highlighting the new product line. In 2015, one of the articles from a collector (Comic Vine) was also picked up by Yahoo! News.

Cowabunga! Collector Event for Turtles Fans

Issue: Teenage Mutant Ninja Turtles, one of the most popular kids' entertainment brands of the 1980s, made an epic return in 2012 with a new CG-animated show on Nickelodeon and a new toy line from Playmates Toys. The show has been a continuous hit since 2012, with Playmates Toys introducing new products that are inspired by each season of the show. Coyne is continually challenged by Playmates Toys to generate awareness for the new Turtles line each year among a key audience – the collector community.

Idea: With Playmates Toys unveiling the new Turtles line at Toy Fair each year, Coyne took advantage of the assets available during this time and coordinated an intimate event for the loyal collector community. Held on the first day of the show each year, Coyne invites over 75 collectors to visit the booth during a designated period. Collectors are divided into small groups and are provided with an in-depth guided tour of the new product line by members of the Playmates Toys marketing team. During the event, collectors are given the opportunity to ask questions and take photographs of the latest products to be hitting shelves.

Impact: Coyne has been hosting the special collector event during Toy Fair for the past four years, with attendance climbing each year.  In 2015, nearly 100 collectors attended the event, including influential collectors such as Pixel Dan, Comic Vine, CollectionDX and Action Figure Pics. After the event, the majority of the collectors post detailed articles with photos, highlighting the new product line. In 2015, one of the articles from a collector (Comic Vine) was also picked up by Yahoo! News.

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.

Tara Smith

Issue: Award-winning U.K. celebrity hairstylist, Tara Smith, worked with Coyne to lead the stateside launch of her dynamic haircare brand and position it as the first high-performance, botanically-infused haircare range that is also vegan and free-from all harsh ingredients.

Idea:  To bring the look-good, feel-good Tara Smith brand to life in the U.S. market and drive key media and consumers to take notice, the Coyne team began an immersive launch campaign by creating an event at the London Hotel, which included a meet & greet and styling session with Tara, as well as a guided meditation and dream catcher making station to communicate the ethos of the brand. The multi-sensory event had the media buzzing as top tier beauty editors immersed their mind and body in the brand, while learning insider tips and trends from Tara. To continue to raise brand awareness and connect with consumers, Coyne developed a vlogger and blogger activation, securing over 30 top beauty influencers to share products with their fans and followers and provide product reviews and tutorials. Coyne continued to position Tara Smith as a top haircare expert in the U.S. by debuting Tara and the brand at NYFW SS2016 as the official hairstylist and hair sponsor for celebrity designer, Laurel Dewitt.

Impact: Coyne was able to spread the word with top media, influencers and consumers with Tara Smith featured as a “brand to watch” on websites like WWD.com, PeopleStyleWatch.com, TeenVogue.com, Parade.com, TotalBeauty.com, Star Magazine and People Magazine, to name a few – garnering more than 60 million impressions for the launch alone.  The Coyne team’s PR efforts also underpinned sales by directing traffic to TaraSmith.com and HSN.  The attention the brand received also helped to pique the interest of Blue Mercury, where Tara Smith is now sold. 

Launching a Dynamic Haircare Brand

Issue: Award-winning U.K. celebrity hairstylist, Tara Smith, worked with Coyne to lead the stateside launch of her dynamic haircare brand and position it as the first high-performance, botanically-infused haircare range that is also vegan and free-from all harsh ingredients.

Idea:  To bring the look-good, feel-good Tara Smith brand to life in the U.S. market and drive key media and consumers to take notice, the Coyne team began an immersive launch campaign by creating an event at the London Hotel, which included a meet & greet and styling session with Tara, as well as a guided meditation and dream catcher making station to communicate the ethos of the brand. The multi-sensory event had the media buzzing as top tier beauty editors immersed their mind and body in the brand, while learning insider tips and trends from Tara. To continue to raise brand awareness and connect with consumers, Coyne developed a vlogger and blogger activation, securing over 30 top beauty influencers to share products with their fans and followers and provide product reviews and tutorials. Coyne continued to position Tara Smith as a top haircare expert in the U.S. by debuting Tara and the brand at NYFW SS2016 as the official hairstylist and hair sponsor for celebrity designer, Laurel Dewitt.

Impact: Coyne was able to spread the word with top media, influencers and consumers with Tara Smith featured as a “brand to watch” on websites like WWD.com, PeopleStyleWatch.com, TeenVogue.com, Parade.com, TotalBeauty.com, Star Magazine and People Magazine, to name a few – garnering more than 60 million impressions for the launch alone.  The Coyne team’s PR efforts also underpinned sales by directing traffic to TaraSmith.com and HSN.  The attention the brand received also helped to pique the interest of Blue Mercury, where Tara Smith is now sold. 

Palmer's

Issue: Coyne PR was tasked with developing a star-worthy media campaign surrounding the latest celebrity to bare her pregnant bump for Palmer’s popular Cocoa Butter Formula stretch mark product ad campaign – Jennifer Love Hewitt!  

Idea: The Coyne PR team organized a two-day media blitz surrounding Jennifer Love Hewitt’s ad shoot with Palmer’s. Shot in a private mansion in Pacific Palisades, CA, Coyne took advantage of the shoot day by arranging interviews with the top broadcast and print outlets in the entertainment space – “Entertainment Tonight” and People – to chat with Hewitt behind-the-scenes of her belly-baring day. The team also hired an AP photographer to capture priceless, bump-baring shots throughout the shoot. The next morning, the top four AP images, along with a press release on Hewitt’s campaign with Palmer’s, were disseminated. Perched in a suite at the London Hotel in West Hollywood, a media day was arranged for Hewitt to talk about her shoot with Palmer’s the day prior. Top entertainment, parenting and beauty outlets from US Weekly to USAToday.com to Pregnancy & Newborn to Yahoo! Beauty talked with the star in person and by phone about her campaign and stretch mark-free belly, thanks to Palmer’s!

Impact: The results were immediate and impressive! Before the media day even kicked off on the West Coast, news and pictures from the shoot were already being reported by The Daily Mail, The Huffington Post and UsMagazine.com, just to name a few. By end of day, Jennifer Love Hewitt’s campaign with Palmer’s was headline news. So much so that she was the number one searched topic on Yahoo! for the day. The campaign has yielded more than 320 million media impressions to-date in top print, online and broadcast outlets.

Jennifer Love Hewitt Cast as Latest Palmer’s Spokes-belly!

Issue: Coyne PR was tasked with developing a star-worthy media campaign surrounding the latest celebrity to bare her pregnant bump for Palmer’s popular Cocoa Butter Formula stretch mark product ad campaign – Jennifer Love Hewitt!  

Idea: The Coyne PR team organized a two-day media blitz surrounding Jennifer Love Hewitt’s ad shoot with Palmer’s. Shot in a private mansion in Pacific Palisades, CA, Coyne took advantage of the shoot day by arranging interviews with the top broadcast and print outlets in the entertainment space – “Entertainment Tonight” and People – to chat with Hewitt behind-the-scenes of her belly-baring day. The team also hired an AP photographer to capture priceless, bump-baring shots throughout the shoot. The next morning, the top four AP images, along with a press release on Hewitt’s campaign with Palmer’s, were disseminated. Perched in a suite at the London Hotel in West Hollywood, a media day was arranged for Hewitt to talk about her shoot with Palmer’s the day prior. Top entertainment, parenting and beauty outlets from US Weekly to USAToday.com to Pregnancy & Newborn to Yahoo! Beauty talked with the star in person and by phone about her campaign and stretch mark-free belly, thanks to Palmer’s!

Impact: The results were immediate and impressive! Before the media day even kicked off on the West Coast, news and pictures from the shoot were already being reported by The Daily Mail, The Huffington Post and UsMagazine.com, just to name a few. By end of day, Jennifer Love Hewitt’s campaign with Palmer’s was headline news. So much so that she was the number one searched topic on Yahoo! for the day. The campaign has yielded more than 320 million media impressions to-date in top print, online and broadcast outlets.

Reading Rainbow

Issue: Reading Rainbow challenged Coyne PR not only to generate awareness for LeVar Burton’s role as the keynote speaker during the 2016 National Title I Conference, but also to create buzz for the upcoming launch of Skybrary School, a supplemental multimedia resource for students and their educators in grades K-3. The catch? The conference is not typically attended or covered by the media.

Idea: Knowing the Title I Conference is not a media draw, the Coyne PR team decided to execute a media campaign in advance of the show to line-up media opportunities. Key education trades and local Houston media were offered the opportunity to interview LeVar about his keynote speech and Skybrary School. 

Impact: Coyne PR secured pre-conference interviews for LeVar with Education Week Teacher and School Library Journal, in-studio interviews with Houston television stations, KHOU-TV (CBS) and KRIV-TV (FOX), as well as on-site interviews with KTRK-TV (ABC) and Edutopia.org. Overall, the campaign generated more than half a million impressions and resulted in the most press Reading Rainbow has received in a single day since 2014.

LeVar Burton Keynotes Title I Conference

Issue: Reading Rainbow challenged Coyne PR not only to generate awareness for LeVar Burton’s role as the keynote speaker during the 2016 National Title I Conference, but also to create buzz for the upcoming launch of Skybrary School, a supplemental multimedia resource for students and their educators in grades K-3. The catch? The conference is not typically attended or covered by the media.

Idea: Knowing the Title I Conference is not a media draw, the Coyne PR team decided to execute a media campaign in advance of the show to line-up media opportunities. Key education trades and local Houston media were offered the opportunity to interview LeVar about his keynote speech and Skybrary School. 

Impact: Coyne PR secured pre-conference interviews for LeVar with Education Week Teacher and School Library Journal, in-studio interviews with Houston television stations, KHOU-TV (CBS) and KRIV-TV (FOX), as well as on-site interviews with KTRK-TV (ABC) and Edutopia.org. Overall, the campaign generated more than half a million impressions and resulted in the most press Reading Rainbow has received in a single day since 2014.

Timberland

Issue: Timberland challenged Coyne to launch and celebrate the Fall 2015 “Made for the Modern Trail” campaign in a way that would not only differentiate the brand, but position Timberland as a true player in the style and fashion space while generating excitement and media coverage for the brand. 

Idea: Coyne launched Timberland’s ad campaign and fall collection in the heart of Chelsea’s Historical Art District in Manhattan with a completely immersive, digital brand experience for media and influencers. With partners that embody the essence of the brand, Timberland showcased its fall footwear and apparel collections in a truly unique way and introduced guests to the brand’s new direction. The launch event featured a first look at the Modern Trail Collections with a live fashion presentation utilizing fashion bloggers and influencers as models.  Celebrity stylist Samantha McMillen as well as brand ambassador Jamie N Commons curated the looks. In addition to the fashion show and live music, guests experienced Timberland’s rugged and refined brand ethos and lifestyle through immersive activations with artisan leather crafter Alfred Stadler, who crafted handmade leather goods for guests. The crowd enjoyed themed catering and handcrafted cocktails from beverage sponsors Brooklyn Brewery, Jim Beam and Knob Creek.

Impact: The “Made for the Modern Trail” launch event was attended by 550+ media members, influencers and brand partners including editors from GQ, Esquire, Cosmopolitan, Marie Claire, Men’s Fitness, Men’s Health, Redbook, People’s Style Watch and more. Media coverage from the event resulted in 115 Million impressions, with featured placements in Yahoo News, Zimbio, Footwear News, and Celebuzz. Additionally, social media was buzzing with the hashtag #ModernTrail, resulting in over 2 million estimated impressions surrounding the event. Celebrities and influencers including Ireland Baldwin, middleweight boxer Peter “Kid Chocolate” Quillin, Black Thought from the GRAMMY winning iconic group The ROOTS, rapper Saigon and prominent women’s style blogger Christina Zayas were all spotted checking out the new fall Timberland offerings!

Made for the Modern Trail

Issue: Timberland challenged Coyne to launch and celebrate the Fall 2015 “Made for the Modern Trail” campaign in a way that would not only differentiate the brand, but position Timberland as a true player in the style and fashion space while generating excitement and media coverage for the brand. 

Idea: Coyne launched Timberland’s ad campaign and fall collection in the heart of Chelsea’s Historical Art District in Manhattan with a completely immersive, digital brand experience for media and influencers. With partners that embody the essence of the brand, Timberland showcased its fall footwear and apparel collections in a truly unique way and introduced guests to the brand’s new direction. The launch event featured a first look at the Modern Trail Collections with a live fashion presentation utilizing fashion bloggers and influencers as models.  Celebrity stylist Samantha McMillen as well as brand ambassador Jamie N Commons curated the looks. In addition to the fashion show and live music, guests experienced Timberland’s rugged and refined brand ethos and lifestyle through immersive activations with artisan leather crafter Alfred Stadler, who crafted handmade leather goods for guests. The crowd enjoyed themed catering and handcrafted cocktails from beverage sponsors Brooklyn Brewery, Jim Beam and Knob Creek.

Impact: The “Made for the Modern Trail” launch event was attended by 550+ media members, influencers and brand partners including editors from GQ, Esquire, Cosmopolitan, Marie Claire, Men’s Fitness, Men’s Health, Redbook, People’s Style Watch and more. Media coverage from the event resulted in 115 Million impressions, with featured placements in Yahoo News, Zimbio, Footwear News, and Celebuzz. Additionally, social media was buzzing with the hashtag #ModernTrail, resulting in over 2 million estimated impressions surrounding the event. Celebrities and influencers including Ireland Baldwin, middleweight boxer Peter “Kid Chocolate” Quillin, Black Thought from the GRAMMY winning iconic group The ROOTS, rapper Saigon and prominent women’s style blogger Christina Zayas were all spotted checking out the new fall Timberland offerings!

Timberland

Issue: With the focus on the menswear industry exploding, Coyne worked to position Timberland as a major style player during the second-ever New York Fashion Week: Men’s. The week-long event is normally reserved for high-fashion designer brands to showcase their upcoming seasonal clothing collections, traditionally drawing the focus away from less fashion-centric brands. Coyne was tasked with developing and executing an event that generated industry buzz, drove social media conversation and provided the opportunity to expand relationships with top menswear publications during a key week for the industry.

Idea: Coyne executed a styling suite at The High Line Hotel, a rustic, on-brand NYC location not far from where a majority of fashion week shows occurred. Coyne showcased the brand’s Spring 2016 collections in an intimate setting and partnered with top-tier menswear celebrity stylist Danielle Nachmani to provide attendees with styling tips and industry trend insight, a move that truly cemented the brand’s place in the style space. The suite also provided editors with gifted Timberland product, creating a direct tie-in to the stylish versatility of the brand’s collections.

Impact: During an exceptionally busy week packed with dozens of fashion shows, Coyne secured attendance from more than 60 key industry editors, writers and bloggers. Key attendees included editors and writers from top-tier outlets like GQ, Esquire, Maxim and Men’s Health.  Several attendees shared photos on social media of the styling suite and their gifted product, driving the social media conversation and resulting in more than 350,000 impressions across two days. As a result of the event, Coyne received media and product requests from outlets like Esquire and Esquire.com, with Esquire.com specifically interviewing Danielle Nachmani for a dedicated brand feature!

#NYFWM Styling Suite

Issue: With the focus on the menswear industry exploding, Coyne worked to position Timberland as a major style player during the second-ever New York Fashion Week: Men’s. The week-long event is normally reserved for high-fashion designer brands to showcase their upcoming seasonal clothing collections, traditionally drawing the focus away from less fashion-centric brands. Coyne was tasked with developing and executing an event that generated industry buzz, drove social media conversation and provided the opportunity to expand relationships with top menswear publications during a key week for the industry.

Idea: Coyne executed a styling suite at The High Line Hotel, a rustic, on-brand NYC location not far from where a majority of fashion week shows occurred. Coyne showcased the brand’s Spring 2016 collections in an intimate setting and partnered with top-tier menswear celebrity stylist Danielle Nachmani to provide attendees with styling tips and industry trend insight, a move that truly cemented the brand’s place in the style space. The suite also provided editors with gifted Timberland product, creating a direct tie-in to the stylish versatility of the brand’s collections.

Impact: During an exceptionally busy week packed with dozens of fashion shows, Coyne secured attendance from more than 60 key industry editors, writers and bloggers. Key attendees included editors and writers from top-tier outlets like GQ, Esquire, Maxim and Men’s Health.  Several attendees shared photos on social media of the styling suite and their gifted product, driving the social media conversation and resulting in more than 350,000 impressions across two days. As a result of the event, Coyne received media and product requests from outlets like Esquire and Esquire.com, with Esquire.com specifically interviewing Danielle Nachmani for a dedicated brand feature!

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.

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.

Humana

Issue: Lack of access to adequate resources often makes integrating back into civilian life a significant hurdle for the 21.8 million US veterans. As part of its long-standing commitment to America’s veterans and their families, Humana partnered with the Wounded Warriors Amputee Football Team (WWAFT) to sponsor a series of charity flag football games, titled “Tribute to Heroes, A Game of Honor.”  WWAFT players competed against former NFL players from the Dallas Cowboys, Tampa Bay Buccaneers, Philadelphia Eagles and Green Bay Packers, and Humana enlisted the help of Coyne PR to raise awareness of Humana’s sponsorship of the events.

Idea: To draw media buzz for games occurring in five markets – New York, Tampa, San Antonio, Phoenix and Dallas – the team conducted aggressive pre-game, day-of and post-event media outreach. In the weeks leading up to the games, the team offered interviews with WWAFT members, who shared their inspiring stories with the community, and Humana spokespeople. In New York and Phoenix, where the Wounded Warrior games preceded the 2014 and 2015 Super Bowls, the team conducted Radio Row media tours with Wounded Warrior spokesperson, Super Bowl champion and decorated Vietnam veteran Rocky Bleier, who discussed Humana’s year-round commitment to veterans.

Impact: Media and nearly 24,000 supporters flocked to all five Humana-sponsored games. The games exceeded expectations for media placements, attendance and donations to the WWAFT and veterans charitable groups, with nearly half a million dollars raised over three years. Humana and Coyne PR, in conjunction with the Wounded Warrior Amputee Football Team, secured 198 placements and 24.6 million impressions, the majority of which contained Humana messaging or branding. Notable placements include FOX Sports, NBC Nightly News with Brian Williams, MSNBC, ESPN and SI.com. 

Humana Touches Down with Wounded Warrior Amputee Football Team

Issue: Lack of access to adequate resources often makes integrating back into civilian life a significant hurdle for the 21.8 million US veterans. As part of its long-standing commitment to America’s veterans and their families, Humana partnered with the Wounded Warriors Amputee Football Team (WWAFT) to sponsor a series of charity flag football games, titled “Tribute to Heroes, A Game of Honor.”  WWAFT players competed against former NFL players from the Dallas Cowboys, Tampa Bay Buccaneers, Philadelphia Eagles and Green Bay Packers, and Humana enlisted the help of Coyne PR to raise awareness of Humana’s sponsorship of the events.

Idea: To draw media buzz for games occurring in five markets – New York, Tampa, San Antonio, Phoenix and Dallas – the team conducted aggressive pre-game, day-of and post-event media outreach. In the weeks leading up to the games, the team offered interviews with WWAFT members, who shared their inspiring stories with the community, and Humana spokespeople. In New York and Phoenix, where the Wounded Warrior games preceded the 2014 and 2015 Super Bowls, the team conducted Radio Row media tours with Wounded Warrior spokesperson, Super Bowl champion and decorated Vietnam veteran Rocky Bleier, who discussed Humana’s year-round commitment to veterans.

Impact: Media and nearly 24,000 supporters flocked to all five Humana-sponsored games. The games exceeded expectations for media placements, attendance and donations to the WWAFT and veterans charitable groups, with nearly half a million dollars raised over three years. Humana and Coyne PR, in conjunction with the Wounded Warrior Amputee Football Team, secured 198 placements and 24.6 million impressions, the majority of which contained Humana messaging or branding. Notable placements include FOX Sports, NBC Nightly News with Brian Williams, MSNBC, ESPN and SI.com. 

Walt Disney World

Issue: Walt Disney World turned to Coyne PR to develop a strategic campaign that would accentuate the positive aspects of its new ticket plan, while diverting from the negative – the largest single-day ticket price increase since 1989.

Idea: Coyne PR delivered a controlled messaged on announcement day with an eye catching media moment to yield coverage in key travel outlets during key booking season. A professional card-stacker was enlisted to build a Guinness World Record replica of the Cinderella Castle made entirely of Walt Disney World park tickets in conjunction with the new ticket plan.

Impact: An advance print exclusive with the Associated Press led the nationwide, balanced story/announcement. More than 1,000 radio and television segments reached an audience of nearly 40 million while 123 print articles resulted in more than 82 million views. 

Magic Your Way

Issue: Walt Disney World turned to Coyne PR to develop a strategic campaign that would accentuate the positive aspects of its new ticket plan, while diverting from the negative – the largest single-day ticket price increase since 1989.

Idea: Coyne PR delivered a controlled messaged on announcement day with an eye catching media moment to yield coverage in key travel outlets during key booking season. A professional card-stacker was enlisted to build a Guinness World Record replica of the Cinderella Castle made entirely of Walt Disney World park tickets in conjunction with the new ticket plan.

Impact: An advance print exclusive with the Associated Press led the nationwide, balanced story/announcement. More than 1,000 radio and television segments reached an audience of nearly 40 million while 123 print articles resulted in more than 82 million views. 

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