SOCIAL MEDIA
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 our kids sing the darndest things.
Client:
Michigan Department of Community Health
Problem:
Parents smoking around children is a deadly serious issue. Our target audience is parents of children, specifically mothers and pregnant women. With a small budget and a very specific audience, we wanted to motivate smokers to pick up the phone to call the Michigan Department of Community Health’s Michigan Tobacco Quitline.
Solution:
Research shows that the number one motivator for people to quit smoking is the negative impact on the health of their children. Even though most smokers are aware that secondhand smoke is harmful, it’s motivating to remind parents of the hazard and give them a free and effective resource to help them quit.
For this campaign, our creative director took an old, classic, public domain song “Secondhand Rose” and re-wrote the lyrics from a child’s perspective. An engaging youngster outlines for parents the dangers of secondhand smoke. Working within our budget, we were able to produce a memorable longer-format YouTube video that has been hugely successful with more than 6,000 views and counting. The Quitline received 874 calls, including a significant number of pregnant women, an important part of the target audience. We supported this with radio media as well.
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 doctored up a physician recruitment campaign.
Client:
Oakland County Medical Society
Problem:
Oakland County Medical Society needed a marketing partner that could support their long-term mission as the "voice of physicians of Oakland County." We had to develop consistent, branded strategies that increased young physician membership while retaining established physicians, all on a tight budget.
Solution:
We created a new, vibrant brand that included a logo, theme line, facebook engagement ads, lounge posters and eBlasts to doctors, linking them to the recruitment microsite. There were over 400 visitors to the site within one month of the launch and very positive feedback from physicians.
How we made it easy to put your heart into organ donation.
Client:
Gift of Life Michigan
Problem:
People think organ donation is a good cause, but they’re too busy or unaware of how to register or the need to register. To increase organ donor registrants, we needed to emphasize immediate action and turn organ donation into a community movement.
Solution:
We created an interactive widget with a video, heart-moving testimonials, links and a ticker to increase the urgency to register now. In addition, we developed a social media program with The HoneyBaked Ham Company, and a map showing county percentages to build interest in the campaign. All assets pointed to a Donor Drive 2010 landing page with sharing opportunities throughout the page. Throughout the course of the campaign, the widget was installed over 1,000 times and generated nearly 900,000 views. 2010 was a record-breaking year for donor registries with over 319,000 new registrants added to the list.
|
marketing |
 |
 |
 |
 |
