2018 Winners – Technology Management: Social Media and Engagement
Finnegan, Henderson, Farabow, Garrett & Dunner, LLP
Campaign for Esther Lim – Nomination for D.C. Bar President
Summary: In March 2017, the D.C. Bar announced that Finnegan partner Esther Lim was nominated as a candidate for President-Elect. To support Esther’s candidacy, Finnegan’s marketing team developed a campaign to promote Esther’s leadership experience, community involvement, commitment to pro bono and diversity, and encourage voting by D.C. Bar members. Through social media, digital media and internal promotion, the goal was to assist Esther’s efforts in winning the election, and this goal was met.
Finnegan, Henderson, Farabow, Garrett & Dunner did the following:
- Branding - Developed artwork (campaign posters, flyers, etc.) for a visual component in the campaign. Special business cards were created for Esther that highlighted her nomination.
- Website - Created a website that highlighted Esther’s campaign platform, as well as her professional and personal background, and provided a link to vote.
- Social media - Esther’s candidacy was promoted through the firm’s Twitter, LinkedIn and Facebook accounts, as well as Esther’s personal LinkedIn page. Individual attorneys were encouraged to share through the social sharing tool, PeopleLinx.
- Internal - Every Finnegan attorney who is a member of the D.C. Bar received an “I Voted” button, with a reminder card to vote. Several offices organized voting parties.
- Media - Issued a press release announcing Esther’s nomination and worked closely MSL Communications to provide Esther media training ahead of the various interviews and speaking engagements throughout the campaign.
The campaign was ultimately successful, as Esther was elected President-Elect of the D.C. Bar Association, the second largest bar association in the country with more than 100,000 members in 50 states and more than 80 countries. The majority of Finnegan’s social media promotion took place over a period of just three days, April 26, 27 and 28. During this time, Esther’s campaign website received 1,367 views, and the firm’s Facebook posts received 1,537 impressions. On LinkedIn, the post received 2,770 impressions on Esther’s personal page, 2,612 on the firm’s company page, plus an additional 7,693 impressions on the post announcing Esther’s win. On Twitter, the posts received 1,556 impressions. In total, the campaign resulted in nearly 10,000 impressions across all digital platforms, with an additional ~7,700 impressions post-election.