BRANDING: Join The Many
As Creative Director I built the visual voice and the brand story. Join the Many speaks to the people that "call now" lawyers don't reach. 70% of people harmed by corporate negligence never come forward.
This new position in the marketplace needed to separate itself form 25 years of "ambulance chasing" lawyer ads.
We broke down the goals into messaging, dug into the consumer data, and listened to calls to build this brand.
From the brand guide:
"We used the language of unity and community. We meet the need by offering solutions for harm. We believe part of healing is finding resolution through restitution within the legal system."
I stayed with them for the initial run of an A/B test with the new brand voice running against traditional "If you or a loved one" social Ads.
It successfully out performed the old advertising.
The next two years I was invited back to help develop additional messaging as their team dialed in the marketing.
SECRET SAUCE: DEALER INSIDER
These interviews made their way into meetings with General Motors CEO Mary Barra, as well as Executive power points that closed hundreds of millions of dollars in financing deals.
Using A/B testing with Ads and with the main video we continually dialed in the focus, the feel, and the format to keep it dynamic.
For example when tested the title screen; we moved from from highlighting the subject matter to the just featuring the interviewee’s name, we saw a spike. And we never went back, the name recognition became the message.
When we saw long from interviews do well after a live stream, we adapted again. We began to have less cuts and longer run times to declutter the message and emphasis what the audience was looking for. As a result engagement went up.
We had pinpointed that dealership leadership and owners wanted to feel they were hearing something truthful. They and their team craved insider info from other leaders.
So counter to advertizing intuition, a long natural pause or a stubble over a word increased the value of the information in the video.
If you need help deciphering trends with in a specific group, let me come and help build a road map to success like I did with GM Financial.
You can see the full campaign, all 41 interviews, later we changed the name to Dealer Insider take a look: https://dealers.gmfinancial.com/en-us/dealer-insider.html