Coyne PR and Just Born Quality Confections/PEEPS® accepted the 2016 Big Apple’s Best Use of Research, Measurement and Evaluation Award for their work on “How PEEPS® Hopped Beyond Easter and into Other Holiday Celebrations.”
The award, sponsored by IPR and PRSA- NY Chapter of, was presented to Coyne PR and PEEPS® for using research and measurement to create outcomes through public relations on June 2nd at the Mandarin Oriental in NYC.
PEEPS® had been the leader in Easter non-chocolate candy sales for over 20 years, but sought to achieve its long-term “transformational growth” goal by making inroads in candy dominant holidays like Halloween and Christmas.
The brand conducted research on the target audience, mothers ages 25 to 54, and also commissioned an A&U study to learn about PEEPS® consumers’ purchase and usage habits. In addition, Coyne PR used Mintel holiday shopping research to gain insight into the brand’s target consumer.
A media audit was completed to determine which PEEPS® tactics had been successful in the past two seasons, and Coyne PR surveyed the media landscape. This, along with an analysis of the competition, highlighted key opportunities that the brand had not explored previously and shaped the strategies for effective holiday approaches.
Based on the research, Coyne PR implemented partnerships, expanded PEEPS® online presence, launched new products and flavors, and inserted the product in pop culture. The campaign ultimately increased sales through blogger and coupon programs, and increased media impressions by 65 percent, surpassing goals.
“The PEEPS® program, which had already been selected for award-winning work in the general categories, exemplified how research is applied for assessing the business landscape, setting objectives and evaluating performance in terms which clearly connect public relations to business outcomes,” said Mark Weiner, CEO, PRIME Research and IPR Measurement Commission member.
By winning the Big Apple Best Use of Research and Measurement Award, Coyne Public Relations identifies itself as one of the ‘one-percenters’ who elevate our profession through research and measurement.”
This case study can be found here.
