McInnes Cooper - Obama in Nova Scotia Event

McInnes Cooper is among the 25 largest business law firms in Canada, serving clients across North America and abroad from six offices in Atlantic Canada. The firm’s mission is to turn their knowledge, skills, and effort into value for their clients and communities.

As a platinum sponsor of An Evening with President Barack Obama, McInnes Cooper saw an opportunity to live that mission by amplifying their sponsorship via an integrated campaign. The objectives were as follows:

Build engagement with lawyers and staff across six offices during a five-month campaign

Raise the Firm’s profile to potential clients in Atlantic Canada, particularly outside of Halifax

Amplify community relationships

Leverage the opportunity to build client relationships and networking

Align content/marketing themes with the three tenets of President Obama’s messaging

Through integrated marketing efforts, including out of home advertising, social and content strategy, and traditional and digital advertising, McInnes Cooper was able to align their brand identity with the event and grow the firm’s profile by amplifying their connection with President Obama. All content focused on aligning with the three themes; Community, Progress, and Hope. McInnes Cooper actively engaged staff outside of Halifax, built client relationships, and highlighted the Firm’s community partnerships while overcoming challenges such as a high-demand for a limited amount of tickets by creating a pre-event reception and panel of speakers to host a moderated Q&A that focused on the themes of the event.

Results:

1.8K Social media engagements on our Obama collateral

161,155 ad impressions on our CBC.ca homepage takeover

Senior client, partner and community leaders participated in firm-hosted pre-event panel

Firm branding present on venue digital billboard, program and pop-up banners

Measurably grew positive profile of Managing Partner Kevin Kiley via original LinkedIn content