In Autumn 2019 the Solicitors Regulation Authority introduced major changes to the way that it regulated solicitors and legal professionals in England and Wales, including a requirement for regulated firms to display a special ‘Clickable Logo’ on their website.
DTW was commissioned to develop and implement a digital-focused communications and marketing campaign aimed at raising awareness of the changes amongst consumers and businesses, as well as encouraging uptake of the Clickable Logo amongst regulated firms.
Working closely alongside the SRA’s in house digital team, we developed a cross-platform digital campaign which closely integrated with direct outreach activity the SRA was carrying out with firms to promote uptake of the clickable logo.
To provide a simple, yet effective way of driving engagement, our creative centred on a short animation that set out the changes in an easy to understand way. The animation was then used as the basis of a range of social media graphics and shorter animated assets used across campaign channels.
Targeted advertising activity was delivered across Google Display and Video Networks, LinkedIn and Facebook, driving traffic to tailored landing pages which allowed us to benchmark the quality of the visits and refine our approach as the campaign progressed.
Real-time reporting on the success of the campaign was facilitated through an online dashboard, allowing the SRA team access to key campaign metrics and KPIs whenever they needed.
We delivered a strong and coordinated campaign which drove large volumes of traffic through to the SRA website to learn more about the changes. In total we generated in excess of 80,000 clicks through to the landing pages, almost 200,000 views of the full animation and over 800,000 views of short form animated content.
Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.
Cookies to help us to analyse the use and performance of our website and services. These include:
|__hssc||This cookie is set by HubSpot. The purpose of the cookie is to keep track of sessions. This is used to determine if HubSpot should increment the session number and timestamps in the __hstc cookie. It contains the domain, viewCount (increments each pageView in a session), and session start timestamp.|
|__hssrc||This cookie is set by Hubspot. According to their documentation, whenever HubSpot changes the session cookie, this cookie is also set to determine if the visitor has restarted their browser. If this cookie does not exist when HubSpot manages cookies, it is considered a new session.|
|__hstc||This cookie is set by Hubspot and is used for tracking visitors. It contains the domain, utk, initial timestamp (first visit), last timestamp (last visit), current timestamp (this visit), and session number (increments for each subsequent session).|
|__lotl||URL of the visitor's original landing page, if any.|
|__lotr||URL of the visitor's original referrer, if any.|
|__utmc||The cookie is set by Google Analytics and is deleted when the user closes the browser. The cookie is not used by ga.js. The cookie is used to enable interoperability with urchin.js which is an older version of Google analytics and used in conjunction with the __utmb cookie to determine new sessions/visits.|
|__utmt||The cookie is set by Google Analytics and is used to throttle request rate.|
|__utmz||This cookie is set by Google analytics and is used to store the traffic source or campaign through which the visitor reached your site.|
|_lo_cid||ID of the visitor's current chat, if any.|
|_lo_np_||Set if a user should no longer receive a particular poll.|
|_lo_rid||ID of the visitor's current recording.|
|_lo_uid||Unique identifier for the visitor.|
|_lo_v||Total number of visitor's visits.|
|GPS||This cookie is set by Youtube and registers a unique ID for tracking users based on their geographical location|
|hubspotutk||This cookie is used by HubSpot to keep track of the visitors to the website. This cookie is passed to Hubspot on form submission and used when deduplicating contacts.|
|YSC||This cookies is set by Youtube and is used to track the views of embedded videos.|
Cookies utilised by DTW and third parties in order to understand personal preferences and provide a more personalised advertisement experience. These cookies include:
|IDE||Used by Google DoubleClick and stores information about how the user uses the website and any other advertisement before visiting the website. This is used to present users with ads that are relevant to them according to the user profile.|
|uid||This cookie is used by Google to measure the number and behaviour of the visitors to the website anonymously. The data includes the number of visits, average duration of the visit on the website, pages visited, etc. for the purpose of better understanding user preferences for targeted advertisements.|
|UIDR||This cookie is set bu scorecardresearch.com. The cookie is used to tracks the users activity across the internet on the browser such as visit timestamp, IP address, and most recently visited webpages. and may the data send to 3rd party for analysis and reporting to help their clients better understand user preferences.|
|VISITOR_INFO1_LIVE||This cookie is set by Youtube. Used to track the information of the embedded YouTube videos on a website.|