Baker McKenzie + Turtl
Leading global law firm Baker McKenzie have positioned themselves as The New Lawyers – a breed that embrace innovation to give clients confidence in...
Baker McKenzie + Turtl
The digital evolution of an industry leader
The New Lawyers
need new ways of working
We are The New Lawyers.
We are Baker McKenzie.
Leading global law firm Baker McKenzie have positioned themselves as The New Lawyers – a breed that embrace innovation to give clients confidence in these volatile and uncertain times.
In this context, the firm’s marketing function has committed to evolving their digital maturity, bringing strategies and tactics in line with the firm’s brand message. This raised a number of challenges for the team.
Legacy formats, like PDF, offered limited insight into how content was resonating with audiences, and as such how to improve it, let alone demonstrate ROI.
Moving away from traditional approaches to marketing meant evolving methods, tools and abilities when it comes to creating and distributing content.
Achieving internal buy-in
The marketing function at Baker McKenzie faced the difficulty of internal buy-in that arises when challenging existing process, which persisted despite the shift in positioning.
Integrate new tools
This effort presented the technical challenges of not only adopting, but integrating new technologies that would enhance the current work of the function.
A digital-first approach
Towards digital maturity
The marketing function’s digital transformation efforts and the desire to improve how they create and analyse their content made Turtl the perfect fit
Insight where there was none
Detailed tracking of how Turtl stories are interacted with offers a level of engagement insight that Baker McKenzie was lacking.
With this insight Baker McKenzie can better understand which parts of their content are pulling readers in, and what they should be focusing on in future campaigns.
Easy on-brand creation
The implementation of a custom theme in Turtl based on the firm’s brand guidelines means that the design of every piece of content is consistently on brand, regardless of who in the team creates it.
The easy-to-use editor has users creating and localising interactive content, regardless of their design skills.
Autogenerated and optimised publishing features simplify the way the team could share content across channels through Turtl, which they were particularly excited about.
The animated, embeddable gifs of their published content encourage engagement on the website, where most of their content is hosted.
[Turtl's] design, simple functionality and insight all help with our step into digital
Erin Nixon, Associate Director, Brand & Channels, Baker McKenzie
Leading the way
14,000 readers, 54 days of reading time
The first twelve months alone saw Baker McKenzie’s content in Turtl:
Attract 14,000 readers
See visitors from 124 different countries
Be read for a total of 54 days
With an average bounce rate of just 15%
A great success for the team.
External-facing documents were suddenly much easier to create, without the team having to introduce and integrate a complex tool. In fact, the simplicity of Turtl helped the team navigate internal reservations, and could be presented as the natural evolution of the marketing process.
Internally we're seeing more and more people sit up and take notice of content produced in Turtl
Erin Nixon, Associate Director, Brand & Channels
Baker McKenzie are thrilled with the ease of which they can design on-brand content in a digital-first format, analyse reader engagement and plan future campaigns based on real insight of topic engagement and influence.
The team are seeing great success to date with their implementation of Turtl.