Case Study: Driving Brand Awareness and Leads Through Influencer Marketing at DM Law
Background
When I worked at an agency earlier in my career, I recognized a key gap in our service offerings: influencer marketing. At the time, I was tasked with building the service from the ground up — researching the space, identifying platforms, pricing strategies, and pitching to clients. That early foundation gave me a strong understanding of how to run successful influencer programs from start to finish.
At DM Injury Law, I applied that expertise again. While we currently partner with an external agency to source influencers, I manage the campaigns end-to-end: overseeing budgets, ensuring deliverables are aligned, and tracking performance metrics.
Objective
DM Law wanted to expand its marketing strategy beyond traditional digital campaigns by tapping into influencer marketing to:
Increase brand awareness
Improve sentiment and trust
Grow social media presence
Generate qualified leads and form fills
Approach
Creator Selection
Partnered with an external sourcing agency to identify 11 creators who matched our audience demographics and brand values.
Prioritized creators with strong engagement and niche credibility over follower count alone.
Content Strategy
Developed clear campaign briefs with content themes aligned to our brand voice.
Encouraged authentic storytelling around real experiences with legal services.
Spread deliverables across multiple platforms to maximize reach and frequency.
Budget & Campaign Management
Oversaw ~$72K budget allocation across creators.
Monitored campaign pacing and spend efficiency.
Ensured adherence to FTC guidelines for sponsored content.
Measurement & Tracking
Tracked KPIs such as impressions, engagement, new followers, website visits, and sentiment.
Used data to evaluate ROI and inform future creator partnerships.
Results (January - July 2025)
Creators: 11
Spend: ~$72,000
Total Posts: 70
Impressions: 489,080+
Likes: 12,800+
Comments: 2,250+
New Followers: 100s
Website Visits: 3,680+
Key Wins
Awareness & Reach: Nearly half a million impressions in just 8 months.
Engagement: Strong audience interaction with 15K+ engagements.Sentiment: Improved brand perception through authentic creator advocacy.
Leads: Early pipeline success with form fills and inquiries tied to influencer campaigns.
Lessons Learned
Niche over reach: Smaller creators with authentic voices drove higher-quality engagement.
Consistency is key: A steady drumbeat of content built momentum faster than sporadic one-offs.
Cross-team collaboration matters: Aligning with legal, creative, and digital teams ensured campaigns stayed compliant, on-brand, and measurable.
Next Steps
Scale partnerships with creators who over-delivered on engagement.
Test new formats like Instagram Reels, TikTok collaborations, and creator-led Q&A sessions.
Continue refining attribution to better track lead quality and conversion from influencer campaigns.
Eventually, bring the program and campaign management completely in-house.