Solicitor Brand Campaign

The Law Society

Client

The Law Society

Project

Solicitor Brand Campaign 2019

Services

Animation
Design
Digital
Marketing
Media Buying
Public Relations
Social Media
Strategy
Video

Specialism

Membership Organisations and Regulatory Bodies

Date

January 2019 - December 2019

The Brief

We’ve developed and implemented the Law Society’s annual Solicitor Brand campaign for six years through to 2020.

The aims have been to:

promote the solicitor brand to consumers, businesses and commissioners of legal services across England and Wales
promote solicitors over other legal providers, and
encourage people to use a solicitor for any legal issues.

Our Work

Our strategy throughout has been to educate, inform and inspire our audiences to drive them to use a solicitor.

Using our ‘Solicitors: Here to Help’ strapline in 2019, we ran a national campaign right across England and Wales.

We designed simple but high-impact creatives. featuring videos and photos of real solicitors and clients to maximise authenticity.

Alongside this we brought legal issues to life in an engaging way, using quirky creatives to convey serious messages through the use of iconography, illustration and animation.

These were featured in editorial and advertising content across TV, radio, social media, Spotify, press and outdoor channels.

Results

The 2019 Solicitor Brand Campaign achieved:

11.2 million social media impressions
295,710 social media interactions and engagements
787,825 quality video views across Facebook and Twitter
A reach of 21.8 million through bus and rail station advertising
87.1 million passengers reached through interior rail, tram and tube adverts
1.5 million households reached through VOD advertising
61 million radio advert impressions reaching 6.7 million people
2 million people reached through regional newspaper advertising
583,676 online advert impressions
64,308 video adverts on Spotify
150,144 static adverts on Spotify and 300,085 audio adverts on Spotify
2,107 clicks on Spotify adverts

Cookie	Description
__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.
__utma	This cookie is set by Google Analytics and is used to distinguish users and sessions. The cookie is created when the JavaScript library executes and there are no existing __utma cookies. The cookie is updated every time data is sent to Google Analytics.
__utmb	The cookie is set by Google Analytics. The cookie is used to determine new sessions/visits. The cookie is created when the JavaScript library executes and there are no existing __utma cookies. The cookie is updated every time data is sent to Google Analytics.
__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.

Cookie	Description
_uv_id	Set by Slideshare. Review the LinkedIn cookie policy and go to the LinkedIn settings page to opt out.
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.

Solicitor Brand Campaign

Client

The Law Society

Project

Solicitor Brand Campaign 2019

Services

Specialism

Date

January 2019 - December 2019

The Brief

Our Work

Results

Get in touch.

Sign-up for news from DTW: