Regulation Change digital campaign

Solicitors Regulation Authority

Client

Solicitors Regulation Authority

Project

Regulation Change digital campaign

Services

Animation
Digital
Media Buying
Social Media
Strategy

Sector

Professional associations and regulatory bodies​

Date

September 2019 - December 2019

The brief

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.

What we did

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.

Results

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.

46,003,353

Impressions

81,091

Clicks

1,004,617

Video views