Founded in 1945 by beloved local leaders, Carr McClellan isn’t your ordinary law firm. It has deep roots in the Burlingame community. Over 75 years of service, their team touched and improved many lives. The problem was that most of those people were unaware of the firm’s history and community involvement. Therefore, it was our goal to tell Carr McClellan’s story, build brand equity and propel it into the future.
Originally, the Carr McClellan team planned to host an in-person gala with their partners, clients and community members. Then, COVID-19 happened. The pandemic presented particularly interesting challenges for our client because their team and clients are old school, so high-tech digital experiences weren’t going to fly. Our biggest challenge, though, was how to succinctly tell a 75-year-old story to two different audiences: the current stakeholders and the next generation of clients and attorneys.
A story 75 years in the making deserves more than a one-time event, so we decided to develop a holistic digital experience across social, email and web. To tell the #CarrMcClellan75 tale, we developed private and public landing pages with pull-out quotes, press releases and creative visuals. We sent an email campaign with digital staff signatures that yielded a 33% open rate and 11% click rate (almost 400% higher than the legal industry average). And we issued thank-you cards and branded gifts to key stakeholders who had played a part in the firm’s growth.
But the best part was our #CarrMcClellan75 campaign on Facebook and LinkedIn. We worked with three attorneys to develop videos celebrating the firm’s anniversary. (Our team coached the attorneys on best videography practices over Zoom, and we purchased a ring light and video equipment to pass around à la Sisterhood of the Traveling Pants in order to stay safe from the coronavirus!) Then we published those videos as ads across Facebook. The ads, which had a small budget, reached 16,928 people who watched the videos 0:12 on average. We also had 117 link clicks, meaning more than 100 social media strangers clicked “Learn More” to read about a law firm’s 75th anniversary.
For the duration of the ad, the average session length on the campaign landing page was 0:00:47, meaning users actually stuck around to watch and read the content. Plus, the average pages per session was 1.4, meaning those users also tended to click to other pages. All of this resulted in an ad cost per engagement of $0.03, which (not to toot our own horn) is pretty great.
To complement the paid social, we also launched a 75-day-long organic campaign in October. Each day for 75 days, we release one fact about Carr McClellan’s history, starting with its founding in 1945. The tiles were beautifully branded, and many included historical photographs that were huge hits with both the firm’s team and their followers. By November, their page had a 1,054% increase in engagement rate, a 320% increase in reach and a 208% increase in impressions!
What we discovered was that with the right content strategy, consistent organic social and strategic social advertising, we were able to ideate and execute an efficient, effective campaign that gained a great deal of visibility and awareness for the Carr McClellan brand.
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– Kimberly Culp