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Case Studies

Cutting Through the Noise In A Major Health Crisis

Bell Legal Group

FUEL teams up with Bell Legal to deliver actionable resources to those affected by the Camp Lejuene Water Contamination Crisis

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. What’s worse, senior military leaders knew of the risks and concealed knowledge of the problem. In 2014, Bell Legal Group, a well-respected national law firm out of Georgetown, SC, contacted us to help them drive national awareness and educate victims about their legal rights based on recent legislation. The challenge was twofold: 1) the window of time was closing in and, 2) lots of competing forces were clamoring for attention during this period. We had to break through the clutter and get our message heard quickly.

The FUEL Initiative

In the span of just a few weeks, FUEL designed, wrote, and programmed a brand new Camp Lejeune-centric website for Bell Legal Group to serve as an information hub for victims and families. The team also strategized, created, and implemented an aggressive digital marketing strategy designed to shine a bright light on this atrocity, engage potential victims and families, and drive qualified cases to Bell Legal Group. The campaign included: AdWords, Sponsored Ads/Stories, Display/Banner Ads, Remarketing, Blogs, and Social Media Posts. In the end, the number of victims we drove to Bell Legal Group in just a few months was so large that the firm couldn’t process the calls in a timely manner—they were four weeks behind! For one particular Facebook Paid Ad alone, we generated the following:

368,000 new impressions (1st-time viewers)
179 new conversions/clients

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Project Date: 2014-current


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