Due to increased competition in the marketplace and poorly communicated product features/updates, marketplace interest in the Lexis Practice Advisor knowledge management tool had decreased consistently year over year.
In order to generate renewed interest and consideration in the Product Advisor service, I designed a campaign that focused on the key aspiration by existing and potential end-users as surfaced in research - the desire to be "The Expert".
Execution for the ads included print ads in industry publications, hero banners on the Lexis site, emails, landing pages, and digital ads.
The 3 month campaign was deemed a success by Senior Leadership as renewed interest and considerations among existing and potential new users lead to a sustained increase in sales leads.
