Every brand has its own story. It may be obvious to all — or hidden away, waiting to be discovered and told. At Makovsky, we have the tools, passion and expertise to help clients identify their story and share it with consumers. Our decades of experience in consumer marketing and communications are built on relationships: they ensure that when we share a message, the world listens.
We live by the mantra of “Specialized Thinking,” spending more time than our competitors digging into complicated sectors, building a comprehensive knowledge base of our clients’ business, customers and market landscape. Makovsky Consumer Marketing and Communications is a creative, forward-thinking team of professionals dedicated to helping brands connect, collaborate and compete in the market. We specialize in integrated communications strategies that have a human angle and intersect technology, healthcare, financial services and beyond.
WebMD, the leader in online health, was looking to elevate its presence in the consumer technology sector, namely among leading companies such as Apple and Samsung that were producing consumer-driven health technology devices (HealthKit and SAMI).
Makovsky capitalized on partnerships with Jawbone, FitBit and Withings to position WebMD’s Healthy Target app as being universal and able to synchronize across wearable devices, producing actionable insights via device data. The team leveraged Apple’s WWDC event to correspond with technology media and ensure WebMD’s inclusion in “round up” app stories. Makovsky partnered with WebMD to create a short video to demonstrate how Healthy Target app worked and obtained beta links to send to top tier media under embargo to trial app.
Secured embargoed reviews by 10+ and pre-briefings with 5+ top tier reporters
Generated 112 placements and 421.5M media impressions
Leveraged social media to extend awareness before, during and post launch
Compare.com initially enjoyed a strong market position, a number of competing sites have recently launched and the marketplace has quickly become a crowded one. Participants are all vying for key carrier partnerships, consumer use and industry awareness in order to grow and expand. Compare.com engaged Makovsky to increase consumer awareness to help continue its current trajectory and elevate them as a leader/innovator in the auto insurance space.
To position compare.com as a “go-to” resource for all things related to auto insurance, comparison shopping and technology, Makovsky initiated an aggressive mainstream media awareness campaign using stand-alone story angles tailored to both regional and national outlets, in tandem with executive commentary on a variety of related news items – from autonomous cars and pay-as-you-go insurance to mobile shopping and purchasing habits of Millennials.
Since carrier growth in key geographic areas was an important part of compare.com’s strategy, the Makovsky team also worked to identify compelling or unique regional statistics to increase media coverage in target regions.
As well, social media campaign was created to enhance compare.com’s social media profile and raise awareness among insurance executives and other industry influencers on social media.