Reaching millions with online press coverage
169 million reached online
Simpson Millar LLP provide a range of legal services. Our brief for this campaign was to create content specifically around personal injury that would be distributed through social media channels and amplified through a range of online influencers. Outreaching the content as widely as possible, we increased the opportunity for creating links from other websites and blogs.
The campaign focused on producing an informational piece of content about dog attacks. Desk research was supported with a YouGov survey to assess the public’s attitudes towards dog attacks. All the data and findings were combined into a detailed report which included additional components such as case studies, an infographic and interview quotes from animal and legal experts. This content provided the ideal platform for PR and social outreach.
The report was hosted on the Simpson Millar website and used to build a press release which was targeted at national, regional, lifestyle and dog related publications. The content was shared across LinkedIn, Google+, Twitter and Facebook and outreached to a number of specific bloggers.
The press release was picked up very quickly across key news media sites such as The Independent, The Sun and Daily Mirror, as well as other publications such as Dog World and Pet Business World. This activity was shared widely across social networks, with Twitter dominating with 85% of the organic share.
To further amplify the social media reach, the campaign continued with a short burst of paid promotion on Facebook. This activity continued to expand the audience reach with really positive outcomes in terms of social engagement and clicks through to the website.
It’s not an easy ask to come up with data-driven content that will have wide reaching results. We are thrilled with the way this campaign was approached by equimedia and with the uptake and amount of coverage the campaign received.
Figure 1: Simpson Millar Facebook promotion
Figure 2: Example of tweeted PR coverage