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CASE STUDY:
YOPLAIT | YOPLAIT KIDS PROGRAM ISSUE: Some things in life are free, and Yoplait Kids turned to Coyne PR to let people know about it; in this case, a free online coupon that the brand wanted to get into the hands of moms with kids 0-4 to encourage product trial. IDEA: In addition to a comprehensive print and broadcast outreach, a strong social media component was developed, complementing the research that shows moms often go online to read reviews and recommendations on products and services. Coyne PR coordinated a blogger program and developed strategic online partnerships with two popular online sites to distribute product information and the free coupon offer to more than 500,000 moms. Coyne PR also implemented a strong word-of-mouth program to reach influential moms across the country such as authors, freelance writers, Web site owners, and women who serve as leaders in their communities through PTA, community event organizers and playgroup leaders. IMPACT: The Yoplait Kids program spooned up some yummy results, including nearly 3,000 placements and 35 million impressions. In the blogosphere, the campaign generated more than 100 placements, which garnered more than 270,000 impressions, and the download of more than 160,000 coupons, far surpassing what was anticipated by the brand. |
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Social Media Case Studies
