Ellia Essential Oils
HoMedics came to us to launch a new brand: Ellia Essential Oils, a line of therapeutic essential oils and diffusers, to be sold online and at major retailers.
Targeting upscale women 18-49 interested in natural health products and a healthier home, Brogan created a campaign designed to demonstrate the benefits of using Ellia’s essential oils. Tactics included print ads, advertorials and interactive ads in the Dr. Oz publication and website, The Good Life, as well as a video used for in-store displays and on the Ellia website.
In addition, Brogan launched social channels for Ellia and developed content on Facebook, Twitter, Instagram and Pinterest. Fun visual series included Essential Oils 101, Mixology (showing how to combine oils to create different scents), Wind Down Wednesdays and several others. Blogs, videos, polls and infographics were also created for social media, and Brogan monitored and responded to posts on all channels.
Within the first five months of the campaign, Ellia garnered 11,100 Facebook fans, 75,689 social video views, and 726,400 overall post views. The Dr. Oz issue alone resulted in 3.4 million impressions. Best of all, Ellia significantly exceeded their sales and revenue goals for the new line.
Delta Dental of Michigan - Healthy Kids Dental
The Michigan Department of Health and Human Services, in partnership with Delta Dental of Michigan, initiated Healthy Kids Dental, a program to help improve the dental health of over 800,000 Medicaid-enrolled children across the state. In recent years, the program was expanded to include new counties and serve the entire state and as a result, many families were unaware of the program.
Leveraging a fun concept featuring the “Wisdom Tooth,” Brogan created a targeted multimedia campaign to raise awareness and increase utilization of Healthy Kids Dental. Media tactics included mobile media, social media across Facebook, Instagram and Twitter, print ads, and transit advertising. In addition, posters and take-one brochures were distributed to primary care and pediatrician’s offices as well as pharmacies throughout the state. Additional materials were provided to Healthy Kids Dental providers to educate eligible patients on the program and its benefits.
The mobile campaign received over nine million impressions and 67,000 clicks. The landing page launched in October, and in November there were almost 20,000 page visits.
Covenant HealthCare – VirtualCare
Covenant HealthCare asked Brogan to launch its new telehealth application for urgent care. Through this app, patients could visually consult a Covenant doctor or PA on their laptop, tablet or smartphone. Many among the target audience were not aware such an option even existed, and Covenant was first in the Great Lakes Bay Region to offer it.
Brogan started by giving the service a straightforward, descriptive name: VirtualCare. This was backed up by a quick online survey through our “Brogan Talks to Women” database, where it was the most preferred name. Then we created a creative campaign which demonstrated the app in use, on TV, radio, social media and more. A blog and eblast further helped educate the target audience on what telehealth is, and how it could benefit them.
In just the first 3 months after the launch, the campaign generated 4,756,816 impressions, an email open rate of 12.86% (well above the industry standard of 5%) and 550 downloads of the VirtualCare app.
Michigan Department of Health and Human Services
Focus groups revealed that teens did not see recreational drugs like marijuana as dangerous, and were unwilling to admit that marijuana use could lead to experimenting with other drugs. Nearly half of the respondents had used marijuana, and 94% knew someone who had tried it.
Brogan developed a creative campaign that focused not on health consequences of recreational drugs, but on the losses that could result: loss of a job, loss of college acceptance, loss of money and friends.
Media tactics included cross-screen video, cable, cinema advertising, Spotify, Pandora, Vevo, YouTube, and Mobile display. Brogan created a dramatic TV spot, “Hailey’s Story,” which dramatized the negative effects of recreational drugs on one young woman.
The campaign led to increased awareness among teens of how drugs could stand in the way of achieving their dreams. “Hailey’s Story” has been viewed over 426,000 times on YouTube.
Michigan First Credit Union
Michigan First Credit Union was seeking opportunities to create member awareness and build interest in their new, one-of-a-kind service offering: a 24/7/365 live, local call center.
First, we created a name for the 24/7/365 call center – 365 Live, which emphasized that customers would get help from live, local representatives, not an automated service. Then, using relatable customer dilemmas (lost ATM cards, forgotten online passwords), we created an awareness campaign, launching communications to existing credit union members first. Brogan created a direct mail piece, complete with a call center contest that encouraged members to call in, try the service and tell us how they liked it, after which they were entered into a drawing. Additional materials included branding on Michigan First’s website, an email to members, social media and in-branch collateral.
Just one month after the campaign was launched, a member survey found that three in five members (60%) were aware of 365 Live.
Michigan First Credit Union
Michigan First Credit Union is one of the state’s top five credit unions, but they had never advertised outside their own membership. As they began to expand their reach beyond southeast Michigan, it was time to make more potential customers aware of their unique brand of banking and their one-of-a-kind 24/7/365 call center, 365 Live.
Though Michigan First was very popular with its own customers, there was little awareness of the credit union among non-members. A mass media campaign was necessary to spark consideration and build a foundation for entering new markets.
Brogan worked with Michigan First to develop a marketing plan, creative brand platform, and mass media recommendations for two key markets – Detroit and Grand Rapids. The campaign positioned Michigan First Credit Union as a hero solving consumers’ after-hours banking dilemmas. Portraying these dilemmas as melodramatic, slow-motion tragedies added a humorous twist.
The media mix included social media, email marketing, radio and magazine print ads. In addition, we used digital units such as targeted display banners, rich media, an online video, online search, Spotify and an interactive mobile trivia game. Native advertising also allowed select Michigan First blog content to be featured in context of other news. Each creative unit directed consumers to a website landing page to “learn more” about the benefits of joining Michigan First Credit Union.
In less than one year, Michigan First has seen a significant return on its marketing investment. Community members are getting more opinionated about Michigan First Credit Union. The number of community members who answered ‘not familiar’ or ‘not sure’ dropped from 86 percent in 2014 to 68 percent in 2015. Positive numbers are up from 13 percent to 23 percent. More members are aware of 365 Live and nonmember recognition of the credit union’s unique service platform increased by 37 percent. The campaign call to action—visit MichiganFirst.com—worked hard, helping drive a 20 percent increase in website traffic and up to 74 percent increase in visits to key conversion pages.
Frankenmuth Insurance had great success building relationships with their agents, but had not developed that same relationship with policyholders or consumers. As a result, there was limited awareness of the Frankenmuth Insurance brand.
We developed a complete brand platform for Frankenmuth. Elements included a marketing plan, social media overhaul, creative platform including video assets, print, outdoor, digital and internal elements (graphic standards, letterhead, e-signature, signage). Focus groups were conducted in which participants expressed their desire for an "honest, upfront and fair" insurance company. To heighten awareness of the Frankenmuth name and emphasize their honest, relationship-driven approach, creative elements included lines that began with "Frankly speaking . . ." and encouraged conversation with the tagline, "Let's have a frank conversation." Fun internal posters utilizing the same themes were created for each department (auto, life, human resources, etc.). A complementary website is currently underway.
Frankenmuth Insurance management was thrilled to have brand materials that fully reflected their authentic, straightforward philosophy. "In a world of gimmicky insurance advertising that focuses mainly on disasters or price savings, Brogan helped us create a fresh message that resonates with those looking for Frankenmuth's kind of service and values." —Fred Edmond, President, Frankenmuth Insurance
Michigan Department of Community Health
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.
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, more than 32,000 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. Most importantly, Michigan has dropped from the 5th fattest state to the 11th fattest state.
HAP Midwest Health Plan
Healthy Michigan Plan
The state established the Healthy Michigan Plan to help underserved hourly workers afford health insurance, many for the first time. This created a huge opportunity for Health Plans throughout the state, but also a challenge: since the same plan is offered by so many companies, how can you attract customers to your version? We were hired by HAP Midwest Health Plan to market their Healthy Michigan Plan to prospective members.
The Michigan Department of Community Health (another Brogan client) was already marketing the Healthy Michigan Plan to hourly workers eligible for the plan (see that case study). Since HAP was already a well-known and trusted provider in the state, the key task was to make the target audience aware that HAP Midwest Health Plan offered the Healthy Michigan Plan they were already hearing about from the MDCH.
Brogan developed a marketing strategy to reach the target audience and created print ads, outdoor boards, interactive ads, radio spots and more, introducing them to HAP Midwest Health Plan Healthy Michigan Plan. We leveraged HAP’s branding elements, paired with straightforward messages letting these workers know that now, they too could afford health insurance from a helpful, trusted resource like HAP Midwest Health Plan.
The campaign was a resounding success: Actual enrollment numbers exceeded client goals by over 20%.
The HoneyBaked Ham Company
The HoneyBaked Ham Company was seeking opportunities to encourage and increase engagement on their Facebook page—not just at the holiday season, but all year round.
Brogan & Partners worked with The HoneyBaked Ham Company to develop a strategic social media marketing plan to keep customers engaged and grow their page. We researched audience demographics, interests and purchasing behavior to come up with the best mix of posts including organic and paid promotions to reach the target audience. We used gamification and giveaways to increase page growth and page engagement.
The content involved an assortment of branded posts, including giveaways and games like puzzles, contests and trivia. The HoneyBaked Ham Company’s average monthly engagement rate doubled, with gamification-style posts seeing on average of an 8-11% engagement rate and giveaways seeing an average engagement rate of 11%.
A collaboration between the Scleroderma Foundation, Scleroderma Research Foundation and the Scleroderma Society of Canada
Scleroderma is a hard word to say, but it’s an even harder disease to live with. In North America, three major organizations strive to raise awareness, but millions of people know nothing about it. In 2014, the organizations saw an opportunity to partner together for the first time to promote the cause on a bigger stage, and they called Brogan & Partners to create their campaign.
To increase awareness of scleroderma—an autoimmune disease that has no known cause or cure—we knew education had to be a critical element of the campaign. With that, we pitched the idea of a strong call to action throughout Scleroderma Awareness Month: taking a pledge to tell at least one person about the disease. We cross promoted on the partners’ Facebook and Twitter channels, as well as a digital billboard in Times Square—on which our messaging was displayed for 738 hours that month. The pledge lived on a microsite we created, and it has since been signed by more than 1,400 supporters.
In 2015, we took the campaign to the next level—incorporating an influencer program, in which 12 bloggers shared their personal scleroderma stories with the world. Our efforts on social media continued, this time incorporating photos of scleroderma patients into our designs, as well as an infographic citing some of the most important information about the disease. All elements in the most recent campaign brought the partners more than 1,500 fans, more than 10,000 website views and more than three million campaign impressions—all in just 30 days.
North Carolina Department of Health and Human Services – Immunization Branch
The state wanted to increase the number of North Carolinians getting vaccinated against the flu. With a limited budget and only two months to complete the project, Brogan & Partners got to work.
Since research shows that women make most of the health care decisions for their families, we targeted moms with a television spot that featured schoolchildren. The spot showed a group of kids singing to the tune of “Old Smoky,” with lyrics about their less-than-antiseptic habits (“I had to sneeze then, and somebody coughed… it was okay, though, ‘cause I wiped the germs off.”) The spot served as a reminder of how easily the flu virus can spread—and how critical the flu vaccination is to protect your family. A series of three print ads emphasized the message, showing more easy ways the flu virus could be passed on.
“Old Fluey” won a merit award in the Healthcare Advertising Awards.