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“Share a Coke” campaign gives the brand its best summer in a decade.

Steve St. Germain's picture

A few months ago, our senior copywriter Laura Pryor swung by my desk to exclaim that she was sharing a Coke with “Steve.” To my surprise, she had found a can of pop with my name printed on it. I laughed at the coincidence, but was then immediately confused. Why would a can of Coke have my name on it?

At that time, Coke was just beginning its summer-long marketing campaign, taking 250 of the top names for Millennials and then uniquely placing them on their product labels.

Once people started to take note, it created some fun at convenience and grocery stores (finding a Coke with you and your friends’ names on it) and subsequently took off on social media.

Ultimately, their biggest campaign element was their most unique: the personalized product integration, which was also the piece that took things over the edge in social—providing millions of earned media impressions as users contagiously snapped and shared photos of the product with their name on it.

With an idea that is inherently social, the “Share a Coke” campaign worked so well for the beverage brand that it reversed a decade-long sales decline, according to a Wall Street Journal article.

After falling 11 years in a row, Coke’s U.S. soft-drink volumes rose 0.4% for the 12 weeks through August from the same period a year ago, according to Wells Fargo, which cited Nielsen store-scanner data. Sales rose 2.5% in dollar terms.

The campaign ended last week with the season, but Coke’s mix of both paid media and mass-scale product integration will live on—proving to be a winning combo and adding up to one big summer grand slam for Coca-Cola.

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The weekly recap - September 22, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

You Need a Modern SEO Strategy. Here's How to Shape One. (Infographic)
You probably know that search engine optimization (or SEO) can help more people find your company's website when they search for businesses like yours online.

Cleaning Up Social Media Messes: What You Can Learn from DiGiorno
The last thing any company wants to do is associate their brand with domestic violence, child murder or any other horrible event ripped from today’s headlines.

10 Things We Learned About Social Media Users' Charitable Habits
As the #IceBucketChallenge campaign showed us, social media can be a powerful medium for charitable organizations.

Burger King Finds 15 Ways to Handle the Same Hurt Feelings on Twitter
@replies that count.

KPIs for Your Social Media Dashboard
Ever wondered what you really need to measure in order to gauge your success on social networks?

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Celebrating 30 years of creative advertising: #19 MDCH Healthy MI Plan

Maila Kue's picture

On April 1, 2014, the Michigan Department of Community Healthy launched the new Healthy Michigan Plan, providing health care insurance to more than 400,000 people who were not previously insured. It was Brogan’s job to help spread the word so that no one would miss the opportunity to learn about the new, affordable health insurance.

We researched the targeted audience (hourly wage workers ineligible for Medicaid) to develop an effective media plan that would best reach them. This included television, radio, Google search, outdoor, transit, interactive banner advertising, a consumer website, a mobile site, and a resource website for businesses and community organizations to use to promote the plan.

In the first 3 weeks of the campaign launch, more than 140,000 people enrolled in the new Healthy Michigan Plan. Just a few months later, over 300,000 people had health insurance. MDCH reached 90% of their goal in just 11 weeks. Katie Rehrauer, our account manager for MDCH, said it best when she blogged, “Coming up with a catchy tagline is fun. Being part of a campaign that has helped hundreds of thousands of Michigan residents get health care coverage is career-affirming.” Here at Brogan, what more could we ask for?

To see the rest of the 30 Best of Brogan, visit our original post in this series:  Celebrating 30 years of creative advertising.

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Starbucks urges us to put down our phones.

Kaitlynn Knopp's picture

Today, we live in a world where people rarely put down their cell phones. They maintain friendships, keep up with family members and communicate with colleagues through emails and text messages, but what are they missing because of it?

In their newest videos, Starbucks shows us that we’re missing more than we think. We’re missing facial expressions, emotions, compassion and reassurance.  They remind us we should spend our time and have our conversations face-to-face (preferably with a cup of their coffee) to truly make the best moments.

Have these Starbucks ads inspired you to catch up with someone over coffee?

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The weekly recap - September 15, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Welcome to the New Sales Process. How to Let Content do the Selling.
Learn the 5 ways content marketing helps you sell your product without pushing your product.

6 Essential Social Media Lessons From Top Executives
Even though there is an overall lack of c-suite social media participation across industries, there are numerous execs who just plain get it.

14 Social Media Marketing Tools Recommended by the Pros
Are you looking for new social media marketing tools? 

The Urban Legend of Free Social Marketing
It's time for brands to rethink their strategies.

8 Ingredients of an Off-the-Charts Email Marketing Campaign
Just like most things in business, email marketing doesn’t follow a mathematical formula.

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Celebrating 30 years of creative advertising: #18 Covenant HealthCare.

Maila Kue's picture

We all know how frustrating it can be when you get stuck driving behind a huge bus. It blocks your view. It slows your speed. So you make every effort to pass the enormous vehicle and drive as many lanes away from it as you can. But when Brogan created transit advertisements for Covenant HealthCare in 2002, cars were slowing down to admire the creative concepts that helped make Covenant HealthCare stand out among its competitors in the healthcare market.  

What better way to increase traffic for our client than to take it out to the streets and put them on buses? Brogan created eye-catching bus wraps to market Covenant’s different services including NICU, Trauma, and Surgery. But what really drove these ads home was how we took advantage of the size and shape of the vehicle.

Whether it was using the actual bus’ wheels to be the wheels of the baby stroller, wrapping the entire bus in caution tape, or revealing the mechanical parts of a bus as it undergoes surgery, the creative series of bus wraps were a success, winning us numerous awards. Not to mention, Covenant services picked up speed as these ads helped increase awareness for our client.

Which of these bus wraps is your favorite?  To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The weekly recap - September 8, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

Celebrating 30 years of creative advertising: #17 MDCH Women’s Health – Happy Pap Day.
In 2005, Brogan used a catchy song to remind people to get their yearly PAP tests.

6 Ways to Make your Content Drive Long-Term ROI
Creating content is hard work. So if you're going to go to the trouble of creating it, you want to make sure it'll bring you a great return on your investment for a long time.

Honey Maid Documentary Shows Divorced Families Are #NotBroken
There is no such thing as a "normal family."

DiGiorno Used a Hashtag About Domestic Violence to Sell Pizza.
Monday night provided the perfect example of why social media can be simultaneously inspiring and soul crushing.

Twitter Rolls Out ‘Buy Button’ To Let Users Make In-App Purchases.
Twitter is rolling out a feature allowing users to buy products with the push of a button.

You Must Do Good For Your Brand to Do Well With Millennials.
Millennials are driving an ever-growing trend of capitalism-with-a-conscience through their collective buying power of more than $200 billion annually and their deep-rooted desire to do good.

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Celebrating 30 years of creative advertising: #17 MDCH Women’s Health – Happy Pap Day.

Maila Kue's picture

Some of life’s most precious moments are the ones that happen once a year. Birthdays. Anniversaries. Christmas. Valentine’s Day. And then there’s your once-a-year scheduled pap test. It’s not exactly “precious,” but it’s definitely just as important.

In 2005, research showed that more than 400 women are diagnosed with cervical cancer every year in Michigan. This could eventually lead to death if not detected or treated in time. In response, the Michigan Department of Community Health wanted to get the word out about the importance of a pap test. Getting a pap test once a year could lead to early detection of cervical cancer, which could be treated and cured.

Brogan conducted focus groups research and found that woman had an overall low understanding and familiarity when it came to cervical cancer. This reinforced the importance of promoting awareness. And we did just that—with a cake, some candles, and a Happy Pap Day song.

The catchy tune served as a trigger to remind women to schedule a pap test each year.  And it worked. During a focus group session, a woman commented, “The song will keep it on my mind because it’s easy to relate to and remember... This is the first one that makes me want to call my doctor because it’s related to your birthday; it’s subliminal—another year of your life, so get your pap smear.” We got the message out and added songwriting to our resume. Now that’s something worth celebrating.

What other marketing to women campaigns for healthcare do you remember seeing? To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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The weekly recap - September 1, 2014.

Ellyn Davidson's picture

Social media is constantly evolving, with vigilant bloggers following every new app, rule and Facebook flicker. We sift through hundreds of blogs weekly to keep on top of developments and seek out new client opportunities. It’s our job. And we like to share. So, don’t fret about what you might be missing. We’ve got your Cliffs Notes.

How to Quell a Social Media nightmare
A sinking feeling in your gut. A spike of adrenaline. Maybe a little sweating.

Ultimate Headline Formulas for Tweets, Posts, Articles and Emails
A headline can serve either as an apple pie on the windowsill of your content or as its bouncer.

8 Apps to Make Social Media Management Easier: #8: PhotoGrid.
If your work computer didn’t come loaded with photo editing software, allow me to introduce you to PhotoGrid.

How Google AdWords Works
Optimizing your content for organic search is the best way to strengthen your presence on search engines and generate high quality traffic to your website.

How the Girl Scouts Do Real-Time Social Marketing
Pop culture events widen social graph.

Snuggle Doubles Down on Social Media
Bringing a 30-year-old mascot into the digital age. 

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Celebrating 30 years of creative advertising: #16 Ford Field.

Kaitlynn Knopp's picture

It’s hard for most people to imagine Detroit without Ford Field—the enormous stadium that hosts the Lions in the fall and musicians in the summer—but we can.

Twelve years ago, before people knew what fun they’d have in this new Detroit building or how they’d gawk at it every time they drove by, we were hard at work preparing for the opening—preparing to not only get the word out, but to get people excited. And what better way to do that than a football metaphor?

Our ads went everywhere, and they read, “It’s Up! It’s Good!” Those four little words are said over the speakers at almost every football game when there is a field goal or extra point attempt, but they seemed so applicable to Ford Field, too.

The building was finally up. It was built. It was standing. It was good. And it still is.

What’s your best Ford Field memory?

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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8 Apps to Make Social Media Management Easier: #8: PhotoGrid.

Kaitlynn Knopp's picture

If your work computer didn’t come loaded with photo editing software, allow me to introduce you to PhotoGrid. PhotoGrid is a free app that’s great for any social media manager who wants to create a quick and original photo collage.

Like Tweegram and TextonPS, PhotoGrid is easy to use. Once you’ve launched the app, select the pictures from your phone that you’d like to use in the collage. From there, you can change the layout, add text, stickers, borders, filters and backgrounds—making a graphic that your fans and followers on social media will love to engage with.

Will PhotoGrid make social media management easier for you?

For more apps to make social media management easier, check out my blog series: 8 Apps to Make Social Media Management Easier.

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Celebrating 30 years of creative advertising: #15 Click on Careers

Maila Kue's picture

In 2002, our client, Click On Careers, needed to target a younger audience – individuals who just graduated or had been a few years out of high school. Brogan knew exactly how to effectively reach this demographic. Use humor. And we did just that.

During this time, the Southeastern Detroit Region had a shortage of workers in “technical” jobs – occupations that required training beyond high school, but not necessarily a four-year college degree. And while there had been attempts to solve the problem, there wasn’t a system that provided an easy way for individuals to find both training and technical career opportunities. Click On Careers responded to this dilemma by initiating a website (ClickOnCareers.com) where individuals could visit to get all the information they needed to explore careers, get training, and get a job.

Click On Careers hired Brogan to help launch their campaign and you can bet we were ecstatic for the opportunity to get creative – and get funny. Focus group research helped us better understand the target audience, which ultimately inspired us to establish the program’s name, logo, and clever tagline, “Training and Jobs You’ll Click With.”

We also developed integrated campaign materials that featured witty and humorous copy. This included brochures, posters, coasters, radio, and TV – one of which received a gold Caddy award. But in all seriousness, the launch was a success. All of this earned our client an average of 3,000 visitors a month and 1,000 registrants a month. Now that’s something that’ll get you smiling.

To see the rest of the 30 Best of Brogan, visit our original post in this series: Celebrating 30 years of creative advertising.

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