Legal Knowhow Digital Campaign

We devised a campaign strategy focused on a combination of Google Search, Google Display and Facebook advertising. Strategy and planning took place during late 2019, with campaign activity launching in Spring 2020. This included graphics based adverts, search listings and promoted articles based advertising.

Our focus was on minimising cost-per-click (CPC) whilst driving high quality traffic to the website – measured through time on page, scroll depth and bounce rate.

The rapid emergence of Covid-19 in spring 2020 meant we had to react quickly and change our approach to the campaign. This included pausing all activity relating to the eviction chatbot when the government placed a ban on residential evictions.

We shifted the focus to developing in-depth topical written articles to fill the substantial gaps in information that quickly appeared around legal issues relating to the pandemic. We linked the articles to specific landing pages on the legal dictionary, encouraging visitors to navigate deeper into the site and utilise the dictionary to understand the legal terms referred to in the articles.

We worked with legal experts to provide this essential and topical information to consumers and businesses and we profiled audience groups on Facebook to ensure advertising was delivered to the right audiences in a timely, topical and relevant way.

As the campaign progressed, we evolved the content to cover topical legal advice on issues including furlough and redundancy as well as broader topical issues such as weddings and moving house during the pandemic.