Food Bank For New York City – A Summer Campaign Unlike Any Other
Summer is always a greater time of need for families who face food-insecurity. That’s because when school is out, school lunch programs are not operating. That’s why Food Bank For New York City always looks to increase donations every summer. This summer is different. Due to the COVD-19 pandemic, schools have been closed for months and unemployment is soaring. More families throughout the five boroughs are facing food-insecurity than ever before. So when the Food Bank For New York City needed to create their 2020 Summer Campaign, they called upon the Coyne PR Studio and Social teams. On a quick turnaround, the team members strategized, concepted and executed a campaign to increase donations during this unusual time of crisis. The team created digital ads, social posts, radio spots, bus shelter posters and two TV commercials that create a sense of urgency with the tagline “If not now, when?”
Intex Hits a Home Run
Sometimes, great coverage is worth the wait! Last year, the Intex team heard about a local San Francisco celebrity nicknamed “McCovey Cove Dave” who sits in his kayak in the cove outside of the San Francisco Giants baseball stadium with the hope of catching the home run balls that get hit out of the park. He has over 13,000 followers on Instagram and frequently gets featured on the home game broadcast. The team reached out to Dave so we could send him an Intex kayak to use for future home games. This past weekend, he featured the kayak on his Instagram, being used by his friend and fellow Giants fan, Brandon. In the Intex Challenger K2 kayak, Brandon caught a homerun ball and was featured twice on the local San Francisco broadcast of the game. Dave posted two videos and a photo on Instagram and one video on twitter, all of which spotlighted the Intex kayak. With the persistence of the team and a little patience, Intex received both broadcast and social coverage.
CeraVe Celebrates National Cleanse Your Skin Week
Coyne was tasked with promoting the CeraVe line of cleansers for the brand’s annual tentpole event, National Cleanse Your Skin Week. The team deployed several tactics, including a cleanser-focused consumer survey that yielded newsworthy statistics which were leveraged in a press release, mat feature, satellite media tour and within influencer content, all of which helped communicate the superior benefits of CeraVe cleansers and elevate the importance of cleansing every day, while tapping into the current relevance of “maskne” to further underscore the need to cleanse. Though this year presented hurdles when it came to originally planned in-person activities, the Coyne team didn’t miss a beat, pivoting to a virtual activation that tapped five different dermatologist partners to establish the brand’s first-ever “Derm Diaries” content series, staying true to CeraVe’s deep roots in dermatology. Despite the unprecedented circumstances, the team closed out Cleanse Your Skin Week with countless features across print, online, broadcast and social media with many more placements slated to run over the coming weeks.
Yahoo Sports Scores Touchdown in Fan Experience
The road to football has been uncertain and far from a clear shot at the endzone this year, but Yahoo Sports could not let social distancing interfere with football fans’ experience of watching a game together. Beating their opponents with an innovative game plan, Verizon Media (parent company of Yahoo) and the NFL leveraged their partnership to create a new playbook for fan experience. Coyne PR helped them launch a co-viewing experience to watch a synchronized livestream of local and primetime games while video chatting with friends, as well as a PlayAR graphical replay in its game-center experience leveraging the NFL’s Next Gen Stats to create a full augmented-reality re-creation of key plays from every game on the NFL schedule. To get the news out, Coyne blitzed the major sports reporters publications with the embargoed announcement and an opportunity to speak with Yahoo Sports’ GM, Geoff Reiss leading up to the season kick off. With no other game-watching platform offering these options, the media rushed to learn more and secure interviews. To keep the experiences relevant throughout the season, the team will incorporate messaging into their weekly Tune-In alerts that remind fans that they can stream every NFL game for free on the Yahoo Sports app. The team is looking forward to securing more media opportunities that make fans aware that they can host viewing parties with family and friends, or even foes – bring on the virtual heckling!
Owens Corning Helps its Roofing Contractor Network Stay Top-of-Mind Amid COVID-19
Throughout the pandemic, many state orders have taken effect limiting activity to critical infrastructure and services. However, Owens Corning’s Roofing Contractor Network has remained available and capable of carrying out jobs virtually – and most importantly, safely. With this in mind, the team re-strategized its efforts to develop a solution to help contractors stay top-of-mind with their local communities amid the global pandemic and remind homeowners they are open for business. Coyne created a Content Hub of critical information for each Owens Corning Roofing Contractor to gain an edge and provide timely, essential information. The hub included a calendar of relevant monthly topics – ranging from National Preparedness Month to Best Practices for Working with a Contractor During COVID-19 – to help each Contractor break through with an industry-leading voice. The Coyne team accompanied each month’s theme with pre-written stories, social media posts and a communications strategy highlighting best ways to leverage each asset to remain relevant to current and potential customers. In addition, the Coyne team dedicated 1:1 time to connect with each contractor and counsel them further on best practices and answer any questions. The team has shown the ability to pivot and continue to provide value to the client where it’s needed most with great feedback from contractors to-date. From the onset, the response has been welcome from Contractors and the Coyne team is currently activating additional strategies to help grow the program even further.
