Astor Legal
We were approached by the Australian Criminal Law firm Astor Legal to increase their online authority and overall brand awareness across Australia. Astor Legal also wanted to increase their search and website traffic and position themselves as a reliable resource of information.
To achieve Astor Legal’s goals we utilised the effectiveness of a combination between Quick Win Digital PR, where ideas were quick to produce, as well as Hero Digital PR, where we created campaigns on newsworthy and relevant topics, landing an astounding amount of links and coverage on tier 1 news sites.
We created 2 Hero campaigns that uncovered the most common crimes in every suburb across New South Wales and Victoria, revealing the cities with the least – and most – crime incidents and rates.
The data for each campaign was obtained from the NSW Bureau of Crime Statistics and Research and the Crimes Statistics Agency, who present statistics recorded by Victoria Police in the Law Enforcement Assistance Program (LEAP).
As we were dealing with large amounts of data, we wanted a simple, yet effective way of showcasing the findings, so journalists and readers could easily browse through themselves. Our data team created interactive tables, graphs and maps using an innovative visualisation tool that made the data easy to digest. It also provided journalists with the opportunity to include the interactive graphics in their article.
We wrote up localised angles and prospected target journalists for each suburb with a notable result. This ensured we were able to land local publication coverage and would provide journalists with multiple stories and angles to cover.
With our knowledge and experience of popular news topics and news the news cycle in general, we were confident that our target journalists and publications would be interested in content that could reel readers in with a punchy headline. We also knew that journalists would be interested in stories that could hook into Christmas.
When we saw a viral TikTok of a car covered in Christmas lights and we wondered what would happen if you did this to your car in Australia? Are there any penalties? Does it differ depending on the state?
@ryder.dantino Did someone say Christmas in November? 🎄 #commodore #cars #hsv #christmas #christmaslights #christmastime
We quickly realised this would be the perfect quick win reactive opportunity for Astor Legal to comment and provide insight on, so we asked for their expertise, wrote up a pitch and quickly pitched it out to target journalists.
In order to reach Astor Legal’s broad target audience, we targeted national online news publications as the main priority. We mostly wanted to get featured in larger publications that cover a wide audience spread.
We specifically focused on:
+47.75% Organic Click Increase
12,591% ROI
69 pieces of online coverage
80 pieces of online coverage
51 pieces of online coverage
102 pieces of online coverage
+19,500 Increase in Organic Traffic
+900% Return on SEO Investment
+9530% ROI from Organic Search
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