brand engagement
How we unwrapped the sweet spot on the world’s favorite Ham.
Client:
The HoneyBaked Ham Company
Problem:
Since 1957, HoneyBaked had a featured place at the table for special family occasions. But when HoneyBaked’s patent for spiral-sliced hams expired, the company saw more competition and a decline in market share. The company asked Brogan & Partners to reintroduce the HoneyBaked brand to a newer, Internet generation while maintaining their loyal customer base.
Solution:
Optimizing a 21st century marketing strategy and tapping into the strong emotional connection families have for the beloved HoneyBaked brand, we found the sweet spot. Our four year marketing effort has resulted increased holiday web traffic by over 104%, increased coupon redemptions, a 3700% growth in VIP customer email database, and increased sales despite the down economy.
How we helped a union find its voice.
Client:
United Auto Workers
Problem:
Due to the economic downturn and the woes of domestic auto companies, the UAW was at a crossroads with a once-in-a-lifetime opportunity to reinvent itself. Union workforces were seen as a liability. The UAW needed to energize and inspire its members and change the way they were perceived.
Solution:
We created the "I am UAW" national television and social media campaign to allow the powerful voices of UAW members to be heard. Using member stories, eBlasts, and blogger outreach to drive people to the site, it received nearly 20,000 visits just 6 months after the launch.
How boocoo put the awe back in auctions.
Client:
Ranger Data Technologies–boocoo auctions
Problem:
As frustrated consumers were backing away from the increased rates and big retailers on eBay, Ranger Data Technologies saw an opportunity for a new kind of auction experience and created boocoo.com. They knew could make online buying and selling exciting again. They hired us to create and introduce the boocoo brand in a way that grabbed the attention of auction sellers and buyers.
Solution:
We created a young, smart, fresh brand personality that generated the attention and actions wanted and needed. The campaign included targeted print, interactive and social media. Within 7 months, boocoo generated 16,000 registered users, over 26,000 items listed on the site and over 115,000 visitors a month.
How we helped Covenant show their ♥.
Client:
Covenant HealthCare
Problem:
In an aggressively competitive healthcare marketing environment, Covenant Center for the Heart needed to establish their leadership position and impeccable credentials for cardiac care.
Solution:
On Valentine’s Day, 2011, Covenant launched the “Love Notes” campaign. It included traditional advertising (outdoor, TV, radio) that supported the strong commitment to mobile, digital and social media (texts, interactive, eBlasts, tweets). Target audiences were directed to the Covenant Center for the Heart home page to sign up for heart-healthy “Love Your Heart” text messages and eBlasts. Others found a heart-shaped Post-It Note on the front page of the newspaper encouraging sign ups. During the first few weeks, the campaign received 2,900 hits and over 100 text and eBlast sign ups. The response continues to be gratifyingly impressive.
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