DRIVING MRR GROWTH FOR THE LEADER in LEGAL TECH
AFTER A DECADE OF UNRIVALED MARKET LEADERSHIP, EMERGING COMPETITORS AND A CHANGING INDUSTRY CHALLENGED REVENUE GROWTH.
Clio has an extremely sophisticated internal demand generation and growth team. Making sense of upper-funnel brand investments, however, had always been difficult. Increased competition and new investor growth requirements meant that Clio had to grow the market, not just capture it — by executing the first major brand campaign in company history.
Fluid partnered with Clio’s creative agency ReThink (very talented folks) to launch a multi-million dollar Law Firm Lifesaver campaign in the summer of 2022. Fluid owned all asset placement including display, social, streaming audio and streaming TV. In order to prove the value of the work, we designed an A/B test with control and exposed geographies, including micro tests by channel.
Over the course of the campaign, we were able to prove with 95% statistical confidence that MRR in the exposed geographies grew 17% faster than the control geographies. A significant, multi-million dollar improvement in performance that was essentially invisible to the in-platform metrics most agencies rely on to prove impact (i.e., last click attribution makes upper funnel spend hard to track back to conversions). Additionally, we were able to identify specific channels that performed well and were able to eliminate specific channels we knew did not contribute.