Fletchers Solicitors

Fletchers is a solicitors firm based up in Southport outside Liverpool who specialise in Serious Injury and Medical Negligence litigation. (Your first thought is probably of a late night or daytime TV ad with someone slipping on a floor, then sporting a plaster cast with the words NO WIN NO FEE flashing up onscreen. That is, after all, the industry norm.)

Fletchers are a bit different from that. In our dealings with them through Brand Advocate, we found them to be very sympathetic and warm people, something that clearly trickles down from their CEO who lost the use of his legs in a motorbike accident some years ago.

They wanted to shake up the solicitor marketing landscape so we devised a completely broad integrated campaign that did just that. I not only devised a new tone of voice for the brand, I made sure it was implemented through all the many different forms of communications we devised for Fletchers. I completely rewrote their website, adopting a much more friendly and approachable style than is normal for this sector and then made sure that the tone was also reflected in 3 films that addressed key parts of their business, in radio ads, posters and a vigorous presence on Facebook. This flurry of concentrated activity meant that, in the space of six months, enquiries for their business had shot up by over 230%. 

The actual stats for this were pretty amazing. Website traffic was up 1100% only eight weeks after launch. They acquired 2,500 friends on Facebook in six months - their nearest rival took four years to reach that figure. And the Blindness film racked up over 280,000 views on YouTube which is unprecedented for a film in this category. All of this meant that Fletchers were essentially inundated and found themselves in the enviable position of having to recruit 50+ new lawyers.