Retail
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 a Comcast microsite enlightened Chicago.
Client:
Comcast-Chicago
Problem:
Comcast was in the throes of launching new products and battling major competitors for market leadership. Brogan was to amplify Comcast's traditional advertising campaign to include interactive digital and establish a brand presence with a hard-to-reach, web-savvy target audience.
Solution:
We created the guru campaign to help guide consumers on the path to technological enlightenment. With over 23,000 visitors, the guru microsite captivated potential customers with Comcast's "Triple Play" product benefits and persuaded them to convert to the brand. Comcast retained its dominant leadership in the Chicago market.
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.
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