Portfolio

The best creative
connects with the
mind, heart or
funny bone.

How we helped HoneyBaked foil breast cancer.















Client: 

The HoneyBaked Ham Company

Problem: 

HoneyBaked wanted to build goodwill among its customers by leveraging a strategic cause marketing partnership with the National Breast Cancer Foundation (NBCF) to support breast cancer awareness (and boost sales) during October 2013.

Solution: 

To generate buzz around the HoneyBaked Foils Breast Cancer campaign, Brogan created a central campaign landing page on honeybaked.com that showcased all seven ways HoneyBaked was supporting breast cancer awareness during the month of October. Brogan leveraged social media to uniquely spread awareness and educate consumers about the National Breast Cancer Foundation’s vision. Through the Facebook and Pinterest pages, HoneyBaked shared inspiring visual quotes and breast cancer facts to encourage fan/ follower engagement. One of the main elements of the campaign was the HoneyBaked Foils Breast Cancer giveaway, where HoneyBaked gave away 100 dinners during October - (20) $75 HoneyBaked gift cards per week for five weeks. By connecting HoneyBaked’s reputation for comfort food, and the breast cancer community’s need for comfort, HoneyBaked Facebook fans could nominate a friend or loved one who was currently going through breast cancer treatments to win one of the free dinners. The winners were randomly selected every Friday. 

 

The month-long promotion lead to an increase of over 5,900 (5,928) net new Facebook fans, a board following of 1570 Pinterest followers, 800 entries into the giveaway, 480 opt-ins to HoneyBaked emails and increased goodwill across social media channels and in-store.

How we gave Michigan the skinny on getting healthier.

Client: 

Michigan Department of Community Health

Problem: 

According to the CDC, Michigan is the fifth heaviest state in the nation, with 67% of its adult population overweight or obese; this costs the state billions in medical costs each year.  The Michigan Department of Community Health asked us to create a comprehensive multimedia campaign to encourage Michigan residents to lose weight. Our research led us to recommend a weight loss goal of 10% of body weight—a goal that, though modest and unintimidating, would significantly improve risk factors for chronic illnesses like diabetes and heart disease.

Solution: 

The overall campaign, called MI Healthier Tomorrow, focused on brand engagement and was integrated across multiple channels. Promoting through television, radio and more, we asked Michigan residents to sign a pledge to lose 10% on a specially designed microsite. We sent them a starter kit full of helpful tips, a shopping guide, coupons and free gifts. We engaged them with a dedicated Facebook page, inspirational and educational text messages and emails. In addition, we formed a wide array of community partnerships to support their efforts. McDonald’s , the Michigan Association of Broadcasters, Compuware, Quicken Loans, Huntington Bank, William Beaumont Hospital, the YMCA, Meijer and others partnered with us to broaden the reach of this critical effort to improve the health of our state.

 

To date, over 28,000 Michigan residents have taken the pledge, most receiving starter kits and regular emails. Many have connected on Facebook to offer each other additional support and encouragement. In time, we hope to see the ultimate success of our campaign: a lighter, healthier Michigan.

How we raised the bar for free HIV treatment.

Client: 

Michigan Department of Community Health

Problem: 

The Michigan Department of Community Health requested we communicate the availability of free treatment resources for HIV positive individuals. Key challenges: discreetly find individuals who need the free HIV treatments; be sensitive to this serious issue while also reaching out to them in a memorable way.

Solution: 

We worked with experts who work closely with the community. We held focus groups with HIV positive individuals. We developed a guerrilla marketing campaign for bars, festivals, local venues. It was a hit with over 22,000 website visits and over 25,000 mobile clicks. And counting.

How we increased The HoneyBaked Ham Company's appetite for social media.

Client: 

The HoneyBaked Ham Company

Problem: 

The HoneyBaked Ham Company hung its hams, turkeys and sides on family tradition – and traditional media during key holiday seasons – Easter, Thanksgiving and Christmas. A family company, governed by multiple division operations across the country, they recognized a need to identify a unified strategy. Also, competitors and consumers were migrating to social media. "Traditional" was at risk of becoming "out-of-touch".

Solution: 

Brogan & Partners researched how women were using social media: in 2010, 72% of women used social networks to learn about and comment on new products. Also 80% of women had become fans of products or brands on Facebook. HoneyBaked was sold. The divisions agreed to put the brand on Facebook to share information, advice and special offers. Within the first year of launch the Facebook Fan page grew by 897% to 44,588 Fans. HoneyBaked experienced increased coupon redemptions, and we ignited a daily conversation with new, loyal customers. Yum!

 

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 125,000 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.

EMR? ACO? HIE? How we translate healthcare for the average Joe.

Client: 

Covenant HealthCare - Electronic Medical Records

Problem: 

Covenant HealthCare wanted to tout their leadership position in Electronic Medical Records (EMR), a hospital feature that provides instant connectivity to media records throughout the healthcare system. This translates into increased safety, convenience and quality care for patients. Part of the challenge? we needed to explain the terminology for EMR aka "Electronic Medical Records" to consumers. Plus the benefits.

Solution: 

Developed a TV, radio, interactive and print "Meet Joe" campaign that simplified the message to convey the instant connectivity EMR brought to all of Joe's doctors and hospitals so Joe could get back to simply being Joe. The results: Covenant experienced a significant increase in consumer awareness for "latest Technology and Equipment" gaining from their key competitor. Campaign also contributed to their increase in overall hospital ad recall.

How we showed you can beat cancer with the right team at your side.

Client: 

Covenant HealthCare - Breast Cancer

Problem: 

Awareness of Covenant's credentials for comprehensive breast cancer treatment and care was not where they wanted it to be. Covenant wanted to focus on spreading awareness of the program as a cancer care leader – one where all of your doctors are working together to fight for your life.
 

Solution: 

The Covenant Cancer Care program employs a “team" approach with exceptional communication among staff and the patient throughout diagnosis and treatment. Our campaign demonstrated that with the support of her team at Covenant, our patient was “stronger than cancer”. The campaign included powerful TV, radio, interactive and print ads.

 

Call center volume and inquiries specific to Covenant’s Breast Cancer program increased dramatically. The “Treating Yourself Like Royalty” event hosted by Covenant was attended by 255 people – so many, in fact, that Covenant had to cease advertising efforts for the event early, as every spot was filled. The television commercial, “Close Up” won an award from the Annual Healthcare Advertising Awards.

How our treatment was just what the doctor ordered.

Client: 

Michigan State Medical Society (MSMS)

Problem: 

We needed to increase positive awareness of the Michigan State Medical Society and its benefits by spreading the word to young, hospital-employed doctors, current MSMS members and medical practice office managers, that MSMS is the longstanding, reputable organization that protects physicians and the future of their profession.

Solution: 

We created and produced a full-fledged brand campaign complete with print, interactive, e-Blasts, microsite and posters. The creative executions featured smart, attention-getting visuals and messages that engaged and enchanted the target audiences in the medical community.

How smoking children set the phone on fire.

Client: 

Michigan Department of Community Health

Problem: 

With a significantly reduced budget, spreading an anti-smoking message and offering smokers a free phone counselor would be difficult. Smokers knew the facts about their dangerous habit, and many had tried to quit before but were unsuccessful. We needed an unexpected approach to make them listen.

Solution: 

We believed smokers might not quit for themselves, but they'd quit for their children. With this memorable campaign, calls to the Quitline jumped from 227 to over 1,000 a month. The campaign's influence grew as health departments in other states requested to run the spots. The spots won prestigious Radio-Mercury and Mobius awards.

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 gave Covenant a brand for all ages.

Client: 

Covenant HealthCare

Problem: 

Covenant needed a new campaign that set it apart in an increasingly competitive hospital environment. The campaign had to increase positive awareness and determine Covenant's key differentiator–its comprehensive care you can depend on through every life stage.

Solution: 

We rebranded Covenant as "Extraordinary care for every generation." Call center volume and website visits increased exponentially, and the campaign received positive internal support. Covenant consistently dominates market share and leads for overall quality/image. Plus, Covenant had the highest ad recall. The brand TV spot won a Silver award in the prestigious Healthcare Advertising Awards.

How we kept gamblers from losing it all.

Client: 

Michigan Department of Community Health

Problem: 

As gambling continued to become more available in the state, the Michigan Department of Community Health was looking for a way to reach people with potential gambling problems. MDCH wanted to offer confidential, 24-hour counseling support for those who gamble more than they can afford to lose.

Solution: 

We created a dramatic and emotional campaign that included television, print and interactive rich media. Our expandable rich media alone generated over 1.2 million impressions in less than six months, and an average expansion rate of 6.44%, considerably higher than the industry average of 1.6%.