The Global Legal Centre social media campaign formed the international element of wider activity to promote the solicitor brand across England and Wales.
For this campaign the Law Society wanted to reach senior business leaders and decision-makers in the UK, Russia and the Commonwealth of Independent Statesto promote the use of English law and England and Wales as a global centre for legal services.
Research and strategy development was undertaken during Spring/Summer 2020 to inform the campaign activity which took place between the first and second waves of the Covid-19 pandemic, a volatile and uncertain time for the audience.
The campaign took a digital approach, utilizing highly targeted advertising across LinkedIn, Facebook and YouTube. Ad copy reflected key messaging focused on providing fact-based information rather than using an overly promotional tone and sought to position England and Wales as a stable, flexible and predictable legal system.
A short animation and suite of graphics was created to capture the audience’s attention and convey key messaging in a highly engaging and digestible format.
Activity was rolled out in two phases, first targeting a UK audience during August and September, and then targeting audiences in Russia and Commonwealth of Independent States during October and November.
The Global Legal Centre social media campaign was a success, exceeding all KPIs.
The campaign positioned England and Wales as a global centre for legal services, promoting the stability, flexibility and predictability of English and Welsh law.
Activity in the second phase returned an extremely low cost per result demonstrating highly engaged audiences in Russia and CIS countries and provided useful insights into these markets which were new to the Law Society.
The campaign achieved:
impressions on campaign ads
quality views of the animation
clicks through to the GLC web page
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