Toxic Baby Food
How we generated signed cases for our client, resourcefully managed campaign spend, and maintained lead quality.
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Client
Anonymous Obu client
Services
Created a lean, hyper-strategy campaign landing page and advertising strategy tailored to the parents of children who consumed toxic baby food and were later diagnosed with Autism Spectrum Disorder or ADHD.
Integrated lead delivery software with a third-party intake company. When our client needed additional assistance with intake and document signatures and releases, we coordinated a partnership with an intake company to assist removing the burned on the law firm’s busy support staff and providing reliable, round-the-clock intake.
Results
Generated 136 signed cases for our client over the course of four months. The campaign spanned multiple investment rounds, and the cost-per-case dropped 47% in the second 60 days when compared to the first 60 days.
Total signed cases: 136
Our Goals
After a congressional subcommittee discovered toxic levels of heavy metals in popular baby food linked to Autism Spectrum Disorder and ADHD in children, a long-time Obu client approached us seeking cases for the families whose children had been affected. In several tests, lead levels in the baby food were more than 175 ties the acceptable limit. Our goal was to generate signed cases for our client by doing the following:
- Balanced an informative, yet concise webpage that built trusts and establish our client as an authority an the matter, without overwhelming the reader with information or legalese.
- Use an awareness ad strategy on Facebook to generate qualified leads.
- Identify and optimize locations where qualified leads are coming from.
Here’s What We Set Out to Do
- Goal #1: Build a strong landing page for our target audience
After carefully reviewing the congressional subcommittee report, we built a landing page outlining the egregious toxic metal statistics, the company names and brand logos, and encouraged page visitors to hold these companies accountable. - Goal #2: Develop and launch our ad campaigns to increase awareness
We developed and launched ads, including video, tailored to the target audience’s age group and qualifiers to make them aware of the toxic baby food effects and encourage them to take action. - Goal #3: Optimize our ads based on performance for ongoing success
Working with our client’s intake team in a continuous lead feedback loop, we optimized our ad campaigns based on what produced qualified leads and signed cases for our client.
The Outcome
