We met with Siskinds LLP and learned more about their situation. They were in a tricky stage of the legal proceeding. They needed to create awareness for their case and acquire class members, and they needed to do it on their budget – not the defendant’s.
Normally, as part of the Plaintiff’s successful trial settlement (or victory), the Defendant would pay for most of the media promotion that helps find entitled class members. In this case, the allegations hadn’t been proven in court and the proceeding was in the beginning stages.
Because of these drawbacks, Siskinds LLP’s media budget was restricted, but they still wanted to find class members and determine the potential size of this issue. They knew they couldn’t afford major publications, like full-page ads in the Toronto Star or Globe and Mail, and they also knew they had to really try and target a younger audience (18-35). Siskinds LLP knew Facebook was the platform for the job, but they needed assistance in order to make it happen.
As a group, Siskinds LLP and tbk Creative almost made a decision that would have made the campaign average at best and unsuccessful at worst: we decided to emulate what others were doing in the class action space.
If you’ve ever seen a class action advertisement, it’s usually a lawyer saying something to the tune of “If you’ve been affected by [insert issue], call this number and we can possibly get you some money.”
Initially, we approached our campaign in a similar manner.
We produced a scripted video advertisement where the lead lawyer talked teleprompter-style to a camera for 2-3 minutes, covering everything from what the situation was to discussing who may be affected. We also provided a call to action to become a class member. We had it all planned out: we finished the video, we were going to put it up on YouTube, and we were going to have Facebook advertising accompany it.
All signals were a go, but two days before the campaign was to go live, something came over Melissa McInerney, our CEO and Creative Director. She realized we missed the mark on the campaign—it wasn’t going to be successful.
“It’s not going to work,” she said. “The message is off. It’s not about being affected and calling a phone number—it’s about women’s rights. Women weren’t given all the information they needed to make an informed decision about their bodies.”
Following this insight, tbk Creative re-positioned the message to be about injustice and women empowerment instead of calling a phone number because someone was a victim.
We encapsulated this new position in four words:
With only two days before launching the “safe,” traditional campaign, we requested an emergency meeting with Siskinds LLP.
The marketing and legal team presiding over the class action legal proceeding saw the vision—they knew it was bold and avant-garde for the legal industry, but they liked it. We re-routed things and began developing what would become the new campaign.
Take Your Body Back consisted of:
A logo – The logo was meant to be simple but have the word “NO” subtlety laced into it.
A video – Abandoning the teleprompter idea, we created a more heart-pumping video that was relevant and quickly got to the issue. We put the video on YouTube, as it had no cost, and we picked up additional, organic traffic from Google and people searching through videos on YouTube.
Facebook page – A corporate Facebook page was the key hub to the success of this campaign. It was something advertising couldn’t do alone and it provided a place where people could build a community: Siskinds LLP could share ongoing information about the legal proceeding and the community could talk about their own health issues. Furthermore, on the Facebook page, we provided several hyperlinks where fans could go to a Siskinds LLP landing page and sign up as a potential class member. On a Facebook page of approximately 5,000 fans, over 2,000 visited the landing page from the links we provided.
Facebook advertising – Facebook advertising was the sole advertising product to promote the campaign.
Media outreach – tbk Creative reached out to local, national, and post-secondary campus media groups across the province to inform the public of the legal proceeding. Over 15 news media groups ran the story.
After about 6 months, the results were in. Siskinds LLP received
- a substantial increase in new class members.
- over 5,000 fans.
- over 5,000 conversions (started on the Facebook page).
- over 2,000 click throughs (from their Facebook page to their landing page).
- coverage in local and national media, including CTV, Toronto Star, London Free Press, and the Canadian Press.
- over 1,000,000 earned media impressions.
- Winner – “Best Social Media Campaign in the Legal Industry” at the 2012 Internet Advertising Competition.
Best Social Media Campaign in the Legal Industry2012 Internet Advertising Competition
Former M.P. of London West, Ed Holder, wrote,
In a London Free Press article, law professor Jasminka Kalajdzic, a University of Windsor law professor said,