The Company
Silicon Valley's internet law firm.
Kronenberger Rosenfeld litigates at the nexus of technology and the law. The firm took on a case involving a weight-loss tea marketed as THC-free, where consumers who drank it subsequently failed drug tests and lost their jobs when employers required testing as a condition of employment.
The Challenge
How many victims are out there, and how do you reach them safely?
A central problem in the case: how could the firm identify the size of the pool of potential victims, when advertising for additional plaintiffs risked running afoul of social media platforms' advertising policies given the sensitive subject matter? With news stories, including a local Atlanta television report, already circulating, the likelihood of finding additional victims was real — but reaching them required a careful approach.
The Approach
Careful ad copy, forum outreach, and cross-channel verification.
FullFunnel found Google Ads to be an effective medium for collecting potential victims, despite paying per click rather than per successful identification.
Layer 1
Careful Google Ads targeting
Focused on the product name using the words cannabis or hemp, rather than more sensitive terminology, to stay within advertising policy while still reaching the right audience.
Layer 2
Targeted forum outreach
A targeted inbox outreach campaign aimed at people who had participated in a forum discussing the THC-allegedly-free version of the tea.
Layer 3
Reddit ads
Additional reach through Reddit advertising to surface people affected by the product.
Layer 4
Cross-channel verification
This bifurcated approach was effective: people who received an email could confirm its legitimacy by independently finding the Google ad campaign.