Work

Project: Pet Slim Down and Jenny Craig Join Forces

2012-03-20T17:57:00Z

Nestlé Program Helps People and Pets Get Healthier…at Both Ends of the Leash.

Just in time for New Year’s, Nestlé Purina and Jenny Craig collaborated to tell the weight-loss resolution story in a whole new way. The “Get a New Leash on Life” campaign targeted both two- and four-legged customers and incented them to sign up for Purina’s Project: Pet Slim Down program. As a result, January registrations nearly tripled the previous total, while the campaign generated a wave of high-profile media coverage and social media conversations.

Land O’Lakes - Cinnamon Sugar Butter Spread

2012-02-02T16:24:00Z

Land O’Lakes recognizes the influence tech-savvy and convenience-minded moms have. Land O’Lakes developed a new flavored butter, Cinnamon Sugar Butter Spread, as one new solution in the kitchen for this convenience-driven mom. To appeal to her, Exponent PR developed a targeted digital and PR campaign, “Make Something Good, Better” to drive awareness and trial of the Cinnamon Sugar Butter Spread. The launch generated consumer awareness, and product trial and sales during the critical back-to-school season.

Fiber One - 90 Calorie Brownie Launch

2012-02-02T16:04:00Z

Exponent PR with General Mills launched new Fiber One 90 Calorie Brownies in an already cluttered and competitive diet food category. A compelling story angle – beat the 3 p.m. slump with Fiber One! – and partnership with Shape magazine netted impressive coverage on national morning shows, including the Today show and Good Morning America Health; plus positive reviews in magazines such as Redbook and Glamour; and coverage in popular online outlets, including Hungry Girl. The integrated PR campaign helped drive product sales well above expectations for the launch.

Novartis Animal Health - The Dirty Truth about Fleas

2012-02-02T15:29:00Z

When it comes to fleas, most dog owners don’t realize the majority of the flea problem is in the home. Adult fleas represent just 5% of a flea infestation — the other 95% are the eggs, maggot-like larvae and pupae hiding in the carpet, floorboards, beds and couches. To shed light on this dirty truth, Novartis Animal Health tasked Exponent PR to educate pet owners on the hidden dangers of fleas and increase awareness for Sentinel Flavor Tabs. Via the power of high-profile media relations, cause marketing, and digital content, Exponent PR was able to help Novartis Animal Health redefine the flea problem and protect market share.

Purina Veterinary Diets - Pet Slim Down

2011-07-21T19:31:00Z

Just as obesity has become a health crisis for people, it has also become one for our four-legged family members. More than half of the nation's dogs and cats — an estimated 43 million dogs and 50 million cats — are overweight or obese. In response to this crisis, Purina Veterinary Diets® launched a comprehensive initiative called Project: Pet Slim Down™ to help both veterinarians and pet owners move beyond knowledge of the problem to implementing a solution. Media outreach has been a vital component of this program. It has been used to showcase the success of campaign pets featured in the program's online reality series as well as the importance of pet owners partnering with their veterinarians to devise a personalized program of diet and exercise. Project: Pet Slim Down™ has been featured in an Associated Press article, in numerous broadcast and newspaper stories, in pet blogs and in a pet weight loss article in Prevention magazine. Reversing a trend like pet obesity requires a long-term commitment to pet owner education as well as the use of effective diets and exercise. The Purina Veterinary Diets Project: Pet Slim Down™ will continue to be an important resource for veterinarians and caring pet owners.

Boy Scouts of America – Base Camp

2011-07-20T14:33:00Z

The Northern Star Council of Boy Scouts of America (BSA) and Exponent PR obtained high-level awareness for the opening of a first-of-its-kind indoor scouting facility, called Base Camp. By strategically avoiding coverage devoted to past mistakes and criticism of BSA policies, the program promoted recognition of the Northern Star Council to inspire a new generation of Scouts to carry the Northern Star Council and BSA into the future. Coverage was universally positive, including in-depth feature articles on the front metro sections of the two local newspapers and on local network TV affiliates.

CHS - Annual Report

2011-03-28T15:08:00Z

Building on a relationship spanning more than a decade, Exponent PR once again constructed the annual report for CHS Inc. Through photos and words, the report demonstrated how the CHS system continues to deliver on stakeholder expectations by building a strategic, broad global network. The theme “Forces” was used to help add context and depth of understanding regarding company performance, as well as drawing readers into the five stories provided in the annual report and showcased via video segments during the annual meeting. Throughout the editorial pages of the report, statistics and customer relationships were highlighted. It showcased the value CHS created in its business units, leading to solid results in fiscal 2010 and positioning the company for solid performance in the future.

Pillsbury - Love The Pie!

2011-03-28T15:03:00Z

Three years ago, Pillsbury and Exponent PR set out to oust the cupcake from its reign as the king of desserts in favor of pie. The Love the Pie! campaign was born, leveraging celebrity spokespeople, apple harvest events and blogger engagement to create buzz-worthy stories that triggered media coverage and fueled the pie trend at a grassroots and national level. In the fall of 2010, pie officially ousted cupcakes as the new “it” dessert. Food prognosticators identified pie as the hot trend for 2011 and The New York Times said it best in a November 2010 article, “Pie to Cupcake: Time’s Up.”

Caribou Coffee - Amy’s Blend

2010-10-01T15:34:00Z

The nation’s second-largest coffeehouse, Caribou Coffee, takes breast cancer research as seriously as it does its premium coffee and tea. Every year, the company uses October, Breast Cancer Awareness Month, to sell Amy’s Blend in stores, online and on grocery shelves to benefit Susan G. Komen for the Cure. With help from Exponent PR, Caribou Coffee has raised hundreds of thousands of dollars for research, promoting the blend through social media community management, extensive consumer and trade media relations, interactive Web features, in-store promotions and special events. In Fall 2010, Exponent and Caribou invited customers to honor someone in their lives touched by breast cancer by dedicating a tulip in stores or online. In the spring, more than 60,000 of those tribute tulips were blooming during “Amy’s Gardens” events, one at the Mall of America in Minneapolis and one at the Shedd Aquarium in Chicago. Photo: Craig Lassig/AP Images for Caribou Coffee

Novartis Animal Health – Million Dog Search

2010-06-01T19:50:01Z

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One in five dogs suffer from debilitating arthritis, but the pain is often missed or misunderstood by owners. Using a first-of-its-kind campaign for pharmaceutical leader Novartis, Exponent PR and advertising partner Colle+McVoy set out to find 1 million dogs at risk for developing arthritis. The integrated program combined consumer social media, cause advocacy, professional education and sales components to help find and treat dogs suffering silently in the United States.

Caribou Coffee - Brand Makeover

2010-03-01T17:12:00Z

Caribou Coffee, the second-largest coffee retailer in the United States, was preparing to unveil a brand makeover after 17 years of serving premium coffee to passionate customers. Knowing the highly engaged Caribou fan base was key to championing the new look, Exponent PR developed an aggressive media relations and social media plan to unveil the new brand identity, driving website visits, store traffic and year-over-year sales.

IBA – Awareness Program

2010-01-01T19:40:00Z

Ion Beam Applications (IBA) is a global designer and builder of delivery systems for proton therapy – a cancer treatment that uses highly accelerated protons to precisely target tumors for effective, reduced-risk treatment. Using a range of approaches, including an internationally distributed publication, online sales presentation tools, conference support and media relations, Exponent PR spread the word about the benefits of this innovative treatment to medical professionals. Despite the phenomenal costs of building new cancer facilities, the number of proton therapy centers operating in the United States is expected to nearly double by 2012, most built using IBA technologies.

Pillsbury - Just Unroll! Pie Crusts

2009-12-15T19:28:00Z

Love the Pie! was a campaign designed to unite fans of these flaky, delicious baked delicacies. Exponent PR and General Mills elevated the visibility of pie and Pillsbury Refrigerated Pie Crusts by hosting harvest pie events at local orchards and surprising pie enthusiasts, media and food bloggers with pie-inspired care packages.

General Mills – Show Your Helping Hand

2009-12-01T18:40:00Z

The General Mills Hamburger Helper^® brand and Feeding America were committed to reducing hunger in America by providing 3.5 million meals to local food banks, one of the largest meal donations ever. Exponent PR brought the campaign to life and got consumers involved with the first-of-its-kind national food drive, “Show Your Helping Hand,” featuring Grammy award-winning superstar, Beyoncé. Events, media coverage, blogger outreach and PSAs encouraged fans to help fight hunger. The campaign delivered more than 900 million impressions and millions of meals, surpassing all expectations.

Taubman - Yearbook Yourself

2009-10-15T17:52:00Z

Finicky teens and their weary, budget-conscious parents play an integral part in one of America’s annual traditions: back-to-school shopping. But in a tough retail economy, mall retailers in Taubman properties were preparing for the worst. Using an integrated approach of public relations, digital programs and social media outreach, Exponent PR and advertising partner Colle+McVoy created back-to-school excitement that emphasized both fashion and value. Yearbook Yourself was an instant viral hit that helped increase mall traffic and build sales, plus it created a legion of fans who opted-in to receive future Yearbook Yourself and Taubman announcements.