The release of the company's line of line of Boosted Bagels coincided with National Nurses Week in May.
Company: Einstein Bros. Bagels
Agency: Coyne Public Relations
Campaign: Nurse the Buzz
Duration: May 2017
Budget: $250,000
It’s no secret that those who work in the nursing industry could use some buzz. Einstein Bros. Bagels recognized that and focused the launch of its new line of caffeine-infused Boosted Bagels on engaging nursing professionals.
The campaign included an in-store activation, a sweepstakes for free bagels for a year, and promotion through social influencers.
Strategy
Planning for the campaign began in March 2017, when the brand looked to Coyne Public Relations to assist with the launch of the new bagels.
"We knew that the caffeine-packed Espresso Buzz Bagel was the product media would gravitate toward, so we created a campaign that positioned that particular bagel as hero," said Coyne EVP Jennifer Kamienski. "However, to truly drive traffic and sustain the momentum beyond just launch day, we needed a program that would create multiple consumer touchpoints."
The release of the products coincided with National Nurses Week, from May 6 – 12, laying the groundwork for the brand to create an in-store promotion for nurses.
The goal of the Nurse the Buzz campaign was to generate media attention for Einstein Bros.’ Boosted Bagels product launch, and position the brand as an innovator among industry competitors such as Starbucks and Dunkin' Donuts. The brand wanted to generate awareness of the campaign through a combination of organic and paid media, influencer partnerships, and a social-driven sweepstakes.
Einstein Bros. also wanted to partner with a spokesperson who could to develop a connection between the brand and the nursing community.
Tactics
On May 3, Coyne kicked off the campaign by securing an exclusive story with Fox News to announce the Espresso Buzz Bagel and new Boosted Bagels. The story was followed up by a broadcast exclusive on ABC’s World News Now, showcasing the bagels during the program in the early hours of May 4.
That same day, the campaign officially launched with a press release distributed over the national news wire. Additional broadcast segments featuring the campaign aired on Live with Kelly and Ryan, Fox & Friends, Fox Business Network, and ABC's The Chew. The team had to overcome the logistical challenge of not having an Einstein Bros. Bagels location in New York City to secure bagel deliveries to key media by coordinating out-of-state deliveries with regional managers and courier services.
In-store signage at more than 700 brand locations nationwide featured the campaign hashtag #NurseTheBuzz and encouraged nurses to share how the Espresso Buzz Bagel helped get them through their day. Signage also directed consumers to share a "thank you" message for nurses in their life on social media with #NurseTheBuzzSweepstakes or through the campaign microsite, www.nursethebuzz.com, to receive a coupon for a free Boosted Bagel with shmear and chance to win a free bagel each week for a year. Campaign content and messaging was amplified via social advertising on a national level.
Einstein Bros. Bagels enlisted Luann D’Agostino, star of The Real Housewives of New York City and licensed nurse, to act as spokesperson for the campaign.
"[D’Agostino] supported the brand through social media posts, media interviews with top-tier entertainment publications, and a special appearance at NYU’s Rory Meyers College of Nursing," explained Kamienski. "[D’Agostino] surprised students and provided future nurses with Boosted Bagels on behalf of Einstein Bros. and answered questions related to her experience as a nurse."
Social influencers were also enlisted to help promote brand messaging and encourage consumer engagement with the campaign. The influencers tapped for the campaign included: Kati Kleber, Brittney Wilson, and Nacole Riccaboni.
On May 11, to drive further engagement with fans on National Nurses Week, Einstein Bros. Bagels across the country gave away a free bagel and shmear to any nurse who visited a location wearing scrubs or could show a nurse ID.
Results
Campaign efforts resulted in over 300 original stories and 550 broadcast segments. Some of the outlets that featured the campaign include: Mashable, Fast Company, The Daily Mail, Today.com, HuffPost, Delish, People, Thrillist, Refinery 29, and Cosmopolitan.
D’Agostino’s involvement led to placements with OK! Magazine, Elite Daily, Life & Style, and Hollywood Life.
"We were able to generate more than a billion media impressions in the two weeks since the product launch, and as a result, the brand saw positive sales growth and increased consumer engagement," added Kamienski.
