Objectives
Reach Everyone Along the Gulf Coast, Not Just One City
The people impacted by the BP oil spill weren't confined to a single market. The objective was to build a campaign capable of reaching affected individuals across the entire Gulf Coast, city by city.
Generate Real Cases, Not Just Awareness
This was a direct response campaign, not a branding exercise. The objective was to turn media exposure into qualified leads and, ultimately, signed cases for Downs Law Group.
Stay Fully Compliant
Legal advertising carries strict regulatory requirements. Every spot had to be written and produced in a way that generated response while staying fully compliant with attorney advertising rules.
Sustain Performance Over Years, Not Weeks
The BP oil spill's impact wasn't resolved in a single news cycle. The objective was a campaign built to perform consistently over a multi-year window, not just an initial burst of attention.
Know Which Media Was Actually Producing Cases
With multiple markets and outlets in play, the objective was to measure results by media outlet — so spend could continually be directed toward what was actually driving leads and cases.
Challenges
A Disaster Spread Across an Entire Coastline
The people affected by the spill weren't concentrated in one place — they were spread across multiple cities and communities along the Gulf Coast, each requiring its own targeted reach.
Writing Direct Response Creative Under Legal Constraints
Attorney advertising rules leave little room for error. Every spot had to be persuasive enough to generate a call, while meeting every compliance requirement attached to legal advertising.
Maintaining Results Over a Two-Year Run
Campaigns often fatigue over time as audiences tune out repeated messaging. Sustaining consistent lead and case generation for over two years required ongoing attention, not a set-it-and-forget-it media plan.
Precisely Targeting the Affected Population
Broad, untargeted media would have wasted spend reaching people outside the impacted areas. The campaign needed to be geo-targeted with precision around the specific people and cities most affected.
Proving Which Outlets Were Actually Working
With media running across multiple markets and outlets simultaneously, there was no way to optimize the campaign without granular measurement of what each outlet was actually producing.
Strategy & Solutions
Built a Geo-Targeted Direct Response Campaign
We created a campaign specifically geo-targeted around the people and cities most affected by the BP oil spill, concentrating reach where it mattered most along the Gulf Coast.
Wrote Every Spot In-House
Our team wrote the creative from the ground up, engineered to generate a direct response from people impacted by the spill.
Ensured Full Compliance
Every spot was reviewed and produced to meet legal advertising compliance standards, protecting Downs Law Group while still driving strong response.
Measured Every Media Outlet
We tracked results by outlet throughout the campaign, continually identifying what was driving leads and cases so spend could be directed accordingly.
Sustained the Campaign for Over Two Years
The campaign ran for more than two years, consistently generating new leads and new cases for Downs Law Group throughout its entire run.
Campaign Outcomes
2 Years
Consistent New Cases
10.4
X ROAS
1 Billion
In Claims Recovery
55%
Cost Efficiency over local rates
