Moore Barlow – Cognito

About Project

We are delighted to submit our entry for the Digital Marketing Campaign award, which showcases our collaboration with Moore Barlow, a leading law firm recently named as one of The Times' best in the UK. Moore Barlow approached Carswell Gould with the goal of engaging with High-Net-Worth Individuals (HNWI) and small and mid-sized enterprises (SMEs) in an underdeveloped market with significant potential for revenue and meaningful work. Our team rose to the challenge by delivering an exciting digital marketing campaign that included the creation of the Cognito HNWI community insight hub. This campaign was a huge success, achieving higher engagement rates than industry standards for professional services and driving increased revenue and brand recognition for Moore Barlow. We are thrilled to share our results and showcase our partnership with this esteemed law firm.

Our aim:

We wanted to position Moore Barlow as a law firm that understands its audience’s needs, is knowledgeable about the topics they care about and provides quality legal services at a competitive price.

Following discussions with the law firm’s marketing team in March 2022, Carswell Gould’s managing director Gareth Miller and account manager Hannah Bergman-Brown suggested a highly innovative and appealing digital marketing campaign designed to reach new HNWI audiences and provide regular communications dialogue that was broader than just talking about legal matters.

Moore Barlow’s key brand messages were:

- Our specialists have decades of experience with HNWIs and an understanding of their complex needs and considerations

- We are driven by relationships and get to know our clients personally to support their legal needs for life

- We offer a gold standard service that rivals all high-end legal firms – but with humility and accessibility

- We are human-centric – we treat you and your problems with professional and emotional intelligence alike.

Carswell Gould wanted to create an engaged contact list of HNWIs and SMEs to be made aware of Moore Barlow’s brand and services through the communications and content it produced.

What we did:

The Cognito personalised digital digest was proposed by Carswell Gould, featuring articles of interest for HNWIs, delivered as stories, blogs, podcasts and infographics, via a Moore Barlow e-newsletter using Cognito branded graphics on the specially designed page layout.

The themes were:

Personal – family, health and leisure

Business – handling conflicts and global trends

Wealth – including handling legal issues proactively.

Our Mass Affluent Content Engagement Strategy for Moore Barlow involved:

Reaching out to HNWI and SME leaders to conduct a digital survey with questions about brand choices, subject interests and content preferences to help shape content.

The information gathered from the target audience was used to develop the content strategy and creative direction for the campaign. We identified owners and CEOs of private businesses with a turnover of over £10 million in our target geography. These individuals were most likely to fulfil the criteria of being both high net worth individuals and senior decision makers at SMEs.

A personalised web page (PURL) was created and tailored for individual users. This formed the hub of the campaign communications and contains content generated each quarter and allows the user to set their communications preferences. Visitors to the PURL are greeted by a personalised message and made to feel like they have been invited into a 1-2-1 experience with Moore Barlow.

A strategy and content calendar were developed to appeal to our target markets. Carswell Gould planned and produced relevant content to accompany the legal specific topics included in the communications. The content pieces are featured in the e-newsletter, accompanied by legal specific articles.

We produced a quarterly personalised e-newsletter for HNWI and SME leaders, containing summaries of the articles and linking to the recipient’s PURL. Carswell Gould built and sends the e-newsletter through HubSpot. There is also an e-newsletter sign-up CTA on the relevant pages of the Moore Barlow website.

The outcome:

Since it was launched last summer, Cognito has covered a range of inspirational lifestyle and informative business topics of interest for its HNWI and SME audience – with excellent feedback.

The email-based newsletter achieved a 37% open rate and a 2.7% click-through rate, both higher than the industry standards of 22% open rate and 2.5% click-through rate for professional services. It is now being received by more than 4,000 High Net Worth Individuals.

Lifestyle content pieces have included top tips for investing in vintage watches; buying a property abroad and choosing the right school for your children; interspersed with interviews with business leaders, podcasts promoting good nutrition and how to incorporate sustainability into your growth strategy.

There’s insight on everything from taking business risks to selling your company. Moore Barlow provides expert legal advice on handling wealth and finance matters.

Explore Cognito’s insightful content at https://www.cognito.moorebarlow.com

Some of the pieces of content that were produced within this campaign:

https://www.moorebarlow.com/blog/business-risks-and-how-they-paid-off/

https://www.moorebarlow.com/podcasts/what-does-it-take-to-be-successful-and-sustainable/

https://www.moorebarlow.com/blog/take-off-for-a-new-home-abroad/