Case Study: Online Campaign beats Print

We created this online ad campaign for our client, Merlin Law Group, after they settled insurance claims against State Farm on behalf of 103 Mississippi policyholders hit by Hurricane Katrina.

Knowing that many of those who lost their homes are living in other states and staying in touch via the local newspaper’s website, the ads touted policyholder information and connected viewers to the Firm’s educational site, KatrinaLawyers.com. Also created by Rearden Killion, the site features settlement media clips and client video testimonials obtained by our firm along with a policyholders’ FAQs section.

As many remain involved in State sponsored mediation, the ads pointed out that insurance companies were counting on the fact that policyholders will continue hoping for a fair offer as their time to file a lawsuit runs out. Most are unaware of the pending statute of limitations deadline of August 29, 2008, the third anniversary of Hurricane Katrina.

The ads began running at the same time ads created by the Firm’s Mississippi agency ran in the print version of the Sun Herald. Costing a third of the print executions, the online ads even appeared next to settlement news coverage and proved to be significantly more effective than the print ads—bringing triple the number of inquiries to date.

The ads also beat the national average for click through rates, according to the Internet Advertising Bureau by almost 5 points.