PR team: McGrory Communications
Timescale: 7 January 2008
'D Day', it says, is the legal profession's name for the first Monday after New Year, when more people initiate divorce proceedings than at any other time. McGrory Communications created the concept of 'D Day' last year, for the launch of insidedivorce.com.
This year, the agency created another media campaign based around the one-year anniversary of 'D-Day'.
To establish insidedivorce.com as the authority on all matters associated with divorce. To gain positive media coverage for the site. To drive traffic and consumer enquiries to the site.
Strategy and plan
The agency commissioned research on divorce statistics during the festive season, showing a significant spike in calls to solicitors after New Year.
The research quizzed 100 top law firms and over 2,000 married, divorced or separated people in the UK to provide an in-depth look at the social, economic, sexual and psychological causes for British marriage breakdown.
The agency also provided a panel of experts, including Relate counsellors and leading UK divorce lawyers.
Measurement and evaluation
The 'D-Day' phenomenon was talked about on the comment pages of The Times, on BBC Radio 4's Woman's Hour and in the New York Post.
On the day itself, it was covered by BBC Breakfast, News 24, Channel 5, BBC's The One Show, CNN and Magic FM, nine national newspapers, including a double-page spread in the Daily Mail and local and regional newspapers.
The evaluation showed an estimated audience reach of 104,679,949 with an estimated advertising equivalent value of £4,870,962 - more than 487:1 ROI.
The D-Day coverage generated an increase of 875 per cent hits to inside divorce.com with 8,752 page impressions over the D-Day period.
This briefly pushed the website to seventh on Google's listings.
Visitors were spending an average of eight minutes per visit - more than twice the amount of time the average user spends on new sites.