Select Justice

The Objective

Recruiting new relevant customers for Select Justice services

Select Justice is an advocacy group of professionals that supports injured communities. The organization specializes in mass-tort lawsuits and fights to help people in claiming their rights for compensation if they or their loved ones suffered injuries from unsafe products or negligence.

Select Justice identifiedTikTok as a community-centered platform where everyone’s voice can be heard, and launched their TikTok activity to reach new relevant consumer segments.

Select Justice aims for high relevance of the audiences they reach with their advertising. All applications get reviewed and the organization proceeds further with qualifying cases. The applications contain multiple screening questions that allow to evaluate potential clients' claims.

The goal of Select Justice was to generate the maximum amount of leads that would qualify for their services.

The solution

Using TikTok advanced targeting capabilities and lead generation smart solutions

To determine their media approach, Select Justice started from one relevant audience segment with a vision to expand the target further to multiple audiences.

Initially, they focused on army veterans, males over 30+, who suffered an injury during their service in the army and had their hearing deteriorated because of faulty earplugs the army provided for shooting training.

The main challenge at this stage was to determine this very precise segment of army veterans, so Select Justice started the campaign with broad targeting. Gradually, the targeting was narrowed based on the recommended categories such as interest and behavior, that indicated the audience’s connection to army service.

To generate leads, Select Justice used a variety of lead gen tools, such as Logic Form and Lead Generation Advanced form. They were able to create a customized form in order to determine who is suitable for the service based on their answers.

The customized form automatically and dynamically shows custom questions to users based on their response to previous questions. For example, if the user selected in the form that they used a specific product, they were directed to follow-up questions connected to that specific product’s usage.

Following success with the first segment, the campaign expanded to other segments such as young mothers whose babies were injured by baby formula, people who suffered from using weed-killers and other cases.

To make the ads look and feel native, Select Justice collaborated with creators that represented the target audience. For example, for veterans' campaign, these were male creators that were ex-army soldiers, while the baby formula campaign featured young mothers.

The creative execution contributed to scaling the performance quickly. The ads were done in the form of testimonials and narrated a powerful and relatable story to encourage them to fill in the application form.

The results

Generating high-quality leads at a lower cost

The innovative approach to lead generation proved to be efficient as Select Justice were able to generate more than 8,000 qualified leads at a 30% lower cost per lead than the average on other platforms.

The 100% view-through rate reached 45.4% , indicating that almost half of the ad viewers watched to the end. This indicates very high audience engagement, an accurate targeting approach, and high content relevance.