THE CLIENT
For the first time since records began in 1845, the number of babies born to unmarried mothers outnumbered those born within a civil partnership or marriage. The ONS data showed that of the 624,828 annual births across England and Wales, 320,713 were born outside of marriage, representing an interesting cultural shift that could have legal implications for a newborn’s parents.
As such, the data presented an opportunity for our legal client, Wright Hassall, to educate families on the laws surrounding parental responsibility, many of whom remain unaware of the impact marital status can have.
Wright Hassall’s experienced Family Law team guided the campaign’s content, offering their legal expertise to shape the national and regional stories, as well as the longer website article that provided legal context on the issues discussed.
THE PROJECT
As with every digital PR campaign, we extensively researched the topic to gain a better understanding of related issues, including child support payments and custody following a divorce/separation. Of course, this research was conducted in conjunction with Wright Hassall’s Family Law team, who provided legal insight of their own.
Once the necessary information had been collected, we carefully created an in-depth article that was suited to a national and regional audience. This included a comment from Wright Hassall’s Head of Family Law, as well as a call to action urging parents to seek legal support if they are experiencing issues with parental responsibility.
A key objective of these digital PR campaigns is to secure backlinks to our client’s website as a way of increasing website traffic and improving their overall SEO rankings. This is achieved through the creation of a long-form website article, which once uploaded, is linked to within the article. This means that any coverage secured in online media publications also delivers value to the client’s website.
To increase the chances of securing coverage, the national article is then tailored regionally, with our design team creating informative and visually appealing graphics to illustrate the piece.
THE RESULTS
Overall, the campaign was a success, having secured 11 pieces of coverage across a range of national publications, seven of which contained backlinks to Wright Hassall’s website.
Amongst the coverage was IFA Magazine, which provides relevant and engaging content to Britain’s premier financial advisers and boasts around 14,735 unique visitors. Another notable inclusion was Wales247, which generates a staggering 188,893 unique visitors and has over 6,400 Twitter followers.
In addition to the seven confirmed backlinks, the campaign had a combined reach of 256,812 and 34,477 on Twitter. Not only did the campaign give Wright Hassall an opportunity to demonstrate its extensive legal expertise, but it also increased exposure to the wider team and website.
Our focus now turns to the next digital PR campaign, as we continue to keep an eye on the latest industry developments and news to see how else our clients can educate and support UK residents on important issues.