At the very beginning, we created a recognizable visual content style for the foundation's social media. We based it on the foundation's existing website. Below you can see the company's Instagram* page before and after we started working together.

The nuance and difficulty of promoting legal services on social media is that it's either a service with delayed demand or one that requires thorough analysis of all competitors. As a result, most requests for the foundation's services came from their website. Social media leads came less frequently and not for all services (mainly consultations for divorce proceedings). And their cost was relatively high — the minimum cost per lead I managed to achieve was $8.

So, at the very start, anticipating this outcome, the client and I decided to focus on brand awareness and popularizing their company. Since the budget for targeted advertising was relatively small, we decided to keep the "Lead Generation" objective for it, but disabled all services with leads costing more than $8. Then we moved on to PR promotion.

We partnered with the "You Are Not Alone" project (https://tineodna.ru/) on a volunteer basis. We contacted the project's support team and offered them the services of lawyers from the Pragmatic Law foundation.

The project has its own private chat where operators send us stories of women in need of professional help. The foundation's lawyers regularly provide free consultations to victims.

In addition, the foundation's editors regularly conduct expert interviews on their platforms, where lawyers can participate and gain informational support from the project.