Weightmans – See the Possibility
A holistic brand launch campaign to stand out from the crowd.
A pivotal moment for Weightmans to elevate its positioning and celebrate its unique purpose – See the Possibility – using the power of its people to celebrate how the idea of thinking differently flows through the company.
An understated, elegant but thought provoking campaign focused around the idea of how Weightmans see things and opportunities that perhaps others don’t.
Brought to life in an integrated marketing campaign focused on Linked In using paid and organic spend with quirky films at the heart of it – celebrating journeys from literal to lateral thinking.
A campaign developed jointly with leadership, HR and marketing teams to ensure a 360 brand perspective – we saw the incredible power of staff advocacy as Weightmans lawyers and teams joined and engaged with the campaigns – demonstrating the playful creativity that imbues the firm.
The results blew our KPIs out of the water across organic and paid performance – with a huge community engagement through User Generated Content. This was driven by a combined strategy focussed on Linked In to differentiate Weightmans from other legal sector content and to leverage and mobilize their people as advocates:
Organic Linked In
- 80k impressions vs 30k KPI (+160%)
- 16k clicks vs 1k KPI (+1585%)
- 17k engagements vs 1k KPI (+1780%)
Paid Linked In
- 39% view rate vs 26% KPI
- 4% completion rate vs 2% KPI
- 2p cost per view vs 15p target
With 40% of those reached at director level in target roles.