How Addleshaw Goddard increased brand awareness by combining poetry and law
Addleshaw Goddard won at The Drum Awards for Content 2022 in the Finance/Professional Services category for its Rhyme & Reason – Poetry and the Law campaign. Below we discover what led to this beautiful combination of the legal word and the majestic one.
Addleshaw Goddard campaign combining law and poetry
Within the competitive atmosphere of the UK legal market, international business law firm Addleshaw Goddard had hundreds of law firms to compete with. They knew they needed to rise above the load of daily content that clients received, so they developed an innovative way to capture attention and communicate with a growing audience.
Addleshaw Goddard understood that client inboxes were saturated with content. Posts, reports, alerts, marketing pieces, articles, and webinars were everyday practices for the throng of law firms operating in the UK. They needed to stand out in a fresh, innovative way that would relay who they were and what they stood for as a firm. Their mission was to create content that could rise above the noise and create brand awareness.
Part of their promise to clients was to be the most imaginative and impactful firm in the market, helping companies deliver their objectives through smarter approaches. This philosophy needed to come across in their campaign, as well as the positive impact that in-house lawyers and law could bring to a client.
In a stroke of brilliance, they realized that lawyers and poets shared the same communicative tool – words. A strategy was developed, and they invited a distinct group of professional poets to collaborate with key industry figures, law students, clients, a journalist, and a youth charity to find a way to communicate their message by combining poetry and the law.
Created in video and written form, the 16 poems were poignant and aspirational, covering how the law impacts people, such as:
- What it’s like to be involved in major litigation
- The important role law plays in the economy
- Why people from less privileged backgrounds are critical to the future of law
After being distributed online, during events, and even in a limited-edition book, Addleshaw Goddard got what they were looking for – significant industry attention. The poems collected over 100,000 views and out of a business audience of over 370,000 people received 3.2 million impressions.
Their click rates were much higher than industry benchmarks, and 1,000 hours of view time was recorded on the website. The President of the Law Society even recited one of the poems at his inauguration. Their takeaway far exceeded expectations and they saw a marked increase in searches for their firm.