Case Study -Access Legal -Display

Objectives

Access Legal have a huge library of video content on their website covering different aspects of consumer law, which had been successfully distributed via their YouTube channel, proving there was an appetite for these videos in an online environment.

Having run a number of successful display campaigns for Access Legal in the past, bigmouthmedia suggested putting together a display strategy to use this video content in a unique way so as to reach relevant audiences and raise awareness of Access Legal’s services.

The key objectives of the campaign were to:

• Make the most of investment in video content created and distribute to new users
• Engage with relevant audiences providing them with useful information surrounding topics they were interested in
• Raise awareness of Access Legal’s key services and educate in an informative and friendly way
• Encourage viral sharing of the videos to allow further distribution

Our Solution

When developing a display strategy for online video there are a number of key considerations, not least ensuring the ability to stream video content by the chosen site placements. At bigmouthmedia we built a campaign taking this into account, as well as the audience profile, best practice guidelines on using rich media and a supporting standard display campaign to further raise awareness.

• A specialised video ad network was selected to achieve a high reach, high impact campaign across a number of key target groups. The three videos selected to be part of the campaign were “Buying a House”, “Employment Rights” and “Personal Injury”. The targeting mirrored this, focussing on users who had accessed content around property, family, employment and motoring.
• The development of the video ad unit was critical to the campaign’s success. As well as incorporating the 3 videos, we wanted the ad to be interactive and so opted for an expandable unit which allowed users to watch the videos, and company information, ask a question, email to a friend or share on Facebook/Twitter. The video sound and the expandable unit were activated only when there was user engagement and the visitor clicked on it, which made it less invasive and helped provide a positive experience.
• The video activity ran alongside a standard display campaign targeting users interested in the relevant categories as above, along with demographical and geographical upweights focussing on receptive audiences.