Case Study

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Challenge

The Camp Lejeune Marine Base is the site of one of the largest water contamination tragedies in U.S. history. Between 1953-1987, people living or working at the U.S. Marine Corps Base Camp Lejeune, North Carolina were exposed to contaminated water that has caused death, illness, and life-altering health conditions. FUEL's task was to drive national awareness and educate victims about their legal rights based on critical recent legislation—all in a very narrow window of time: six weeks.

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Strategy

FUEL did a deep dive of the Water Contamination case with Bell Legal Group to determine the best method to build awareness with victims and let them know their rights by law. In less than four weeks, FUEL designed, wrote, and programmed a responsive, mobile-friendly Camp Lejeune website to serve as an information hub for victims and families. The team also created and implemented an aggressive paid and organic digital marketing strategy designed to engage potential victims and drive qualified cases to Bell Legal Group. The campaign included: AdWords, Sponsored Ads/Stories, Display/Banner Ads, Remarketing, Blogs, and Social Media Posts.

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Results

Given the brief time frame, it was a challenge to find, engage, and convert legitimate Camp Lejeune victims. Yet FUEL did it. The multi-tiered campaign demanded seamless integration of strategy, positioning, design, programming, and digital marketing. In the end, the number of victims FUEL drove to Bell Legal Group was so large that the firm couldn't process the calls quickly enough.

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Numbers

179

179 new conversions/clients.

95%

95% of new client leads were generated by digital marketing

368,000

368,000 new impressions (1st-time viewers).

910

910 new social media followers.

1,586

1,586 social media shares.

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