Edgar Snyder GSTV Case Study

Fueling Trust & Leads with a Smarter Media Mix  

Holdout test proves GSTV reached auto accident victims at the pump.

  • 106%

    Increase in lead volume in target markets

At a Glance

Client
Edgar Snyder & Associates
Engagement
OOH, Display
Format
15-second video ads at gas pumps
Focus
Improve reach to target market

Overview

GSTV helped get them in front of their audience ― frequent drivers ― in their daily lives ― at the gas pump.

As larger, national competitors with big advertising budgets saturated the market across the same traditional media, regional Edgar Snyder & Associates were losing ground.

The Goal

Reach target audience of frequent drivers more directly to drive up leads. 

  • Leads

    With national competition, fewer leads were coming in for motor vehicle accident representation.

  • Targeting

    With third-party cookie deprecation and persistent ad fraud, we needed a new way to reach the right people. 

The Challenge

Competition, ad fraud and cookie deprecation were making it more difficult to reach Edgar Snyder & Associates’ target audience in a cost-effective manner. Traditional media was getting more expensive, impacting their ability to maintain their spot as top choice for motor vehicle accident representation.  

The Solution

Brunner saw an opportunity to do more than just shift spend: it launched a real-world experiment. The team implemented a geo-targeted holdout test across 24 similar markets. In 12 of them, Brunner ran the client’s usual evergreen media plan. But in the other 12, a new media plan was deployed that heavily leveraged GSTV — a media platform that directly reaches people at the pump.

15-second video ads were delivered at gas pumps during fueling, using compelling client testimonials to drive engagement. This high-impact, no-waste environment ensured the law firm’s message was seen exclusively by drivers.  

The Proof

Lead volume substantially increased in the markets that ran the GSTV creative. Meanwhile, in the non-GSTV markets, lead volume actually dropped 12% over the same period. The lift was compelling enough to make GSTV a permanent fixture in the law firm’s media strategy, helping them stay visible, competitive, and connected to the clients they serve right where it counts.

Edgar Snyder

Edgar Snyder & Associates Turned a Brand Reset into Record Growth

When the founder retires and every competitor looks the same, you don’t change the brand. You reimagine it. Then you measure everything. 

  • +22%

    Lead volume tied to paid digital

  • +24%

    Auto accident leads form digital channels

  • +4%

    Aided awareness

At a Glance

Client
Edgar Snyder & Associates
Campaign
“In a Perfect World”
Channels
TV, OOH, Social
Focus
Brand Reset & Lead Generation

Overview

It’s a low interest category. With advertising that all looks the same — men in suits.

Personal injury law isn’t exactly a category people seek out. The advertising can feel forgettable: men in suits, recycled taglines, nothing that earns a second look. For decades, Edgar Snyder was the face that cut through the sea of sameness.  

Then he retired.
 
That could’ve created a brand crisis. Instead, it was a creative opportunity. A chance to reimagine what an Edgar Snyder & Associates campaign could look and feel like. One that could reach a younger audience that the traditional approach was never built for.
 
“In a Perfect World” was born from that opportunity. Animated, unexpected, and impossible to mistake for anything else in the category. 

The Goal

Edgar Snyder & Associates needed to do two things at once: protect the brand equity built over decades and rebuild it for a new generation. Awareness had to hold. Leads had to grow. And the creative had to earn attention in a category often ignored.

  • Brand Continuity

    Maintain high awareness

  • Lead Generation

    Drive measurable growth in lead volume

  • New Audience

    Shift from traditional media approach to reach a younger demographic

The Challenge

Every personal injury law firm was running the same playbook. Same look, tone, and execution. Breaking through wasn’t just a creative challenge. It was a strategic one. 

Illustration of a car accident. A person is sitting on a guardrail with their head in their hands and another person consoling a child that is holding their arm. Text that says, Find Edgar An illustration of a person holding a hardhat with their arm in a sling and using a crutch. Text that says, Hurt at Work? Find Edgar An illustration of a person falling down a set of damaged stairs. Text that says, Find Edgar An illustration of a motorcycle laying on the ground. Text that says, Find Edgar

And the timing made it harder. Transitioning away from founder-as-face brand risks the equity that made the brand recognizable in the first place. The creative had to feel fresh without feeling foreign.

The Solution

The answer wasn’t to replace the brand’s spokesperson. It was to build a new world entirely. “In a Perfect World” replaced the category’s sea of suits with something no competitor could replicate—highly engaging animation that made Edgar Snyder & Associates unforgettable, relevant, and customer-first. 

  • Animation

    A bold creative departure from category norms, build to earn attention

  • TV & OOH

    Anchor executions that established the new brand world at scale

The campaign ran across TV and OOH, with social amplifying the reach and driving direct lead generation where the younger demographic actually lives. 

Edgar Snyder & Associates

Edgar Snyder & Associates

Illustration of a motorcycle laying down on a road with woods in the background and a billboard that says, Find Edgar

  • Younger Demo

    Cross-channel strategy designed to reach and convert beyond the traditional

  • +213%

    Leads attributed to social media in the first year

The Proof

  • +4%

    Aided Awareness

  • +3%

    Unaided awareness in core market

The reimagined brand held its ground and grew. Awareness metrics moved in both aided and unaided measures, lead volumes climbed across every digital channel, and the “In a Perfect World” creative stood apart in a category that hadn’t see anything like it.

  • 22%

    Lead volume tied to paid digital

  • 24%

    Auto accident leads from digital channels

  • 72%

    Say advertising was unique for the category

I am thrilled with how much we’ve been able to embrace change for the next generation and the next level of success.

Edgar Snyder & Associates

CMO