Case Study

Project Overview

Michael Mandell (a.k.a. “Law By Mike”) is the #1 lawyer on social media, with over 9 million followers across platforms due to the popularity of his legal tips and entertaining posts. Mandell is an attorney based out of Los Angeles, California, with an undergraduate degree from the University of Southern California and a law degree from Duke University. 

In addition to his successful following, Mike Mandell practices in various legal areas, specifically entertainment law, personal injury, criminal law, and sexual abuse.

The Problem 

Mandell sought out Otter PR to gain media coverage, establish himself as the “Bill Nye of Law” to a broader audience beyond social media, and further solidify himself as the top lawyer on social media. During initial talks with our team, Mandell expressed his interest in gaining placements through top-tier general circulation outlets, including print, TV, and podcasts.

The Strategy 

Otter PR applied Mandell’s expert commentary and legal advice to hot topics in pop culture and current events. We also pitched him as the go-to analyst on social media for legal cases, celebrity scandals, and more. We also worked to promote Mandell’s most viral social media content. This strategy led to a feature in Forbes in which Mandell shared social media advice with small business owners and entrepreneurs.

One of the most notable successes came from an article in Newsweek, in which Mandell examined a video of a woman’s anti-mask rant to a grocery store employee. This article was based on a viral TikTok video Mandell released on the same topic that accumulated over 5 million views. We also secured placements in Comopolitan and USA Today, wherein Mandell explained the controversial Depp v. Heard hearings. 

Along with these hearings, Otter PR was able to apply Mandell’s subject matter expertise on other celebrity legal cases, including Britney Spears’ conservatorship, Dua Lipa’s potential copyright infringement lawsuit, Travis Scott’s Astroworld tragedy lawsuits, Young Thug’s arrest, and more.

Business Impact (results) *

Since working with Otter PR, Mandell has grown his social media following and increased his brand awareness among the general public and the entertainment industry alike. He has also provided local assistance with ABC 7 in Los Angeles, CA. 

Due to the growth of his brand resulting from Otter PR’s efforts, Mandell was invited to walk the red carpet for Netflix’s legal dramedy “Partner Track” in late August, 2022. The following week, he was invited to appear and speak on NBC News Now’s “Top Story with Tom Llamas” on the topic of nuisance law.

These opportunities will continue to increase his credibility, brand awareness, and differentiate him from other law content creators and influencers on social media. Mandell is now developing an online course to teach other lawyers and legal professionals how to optimize social media for their own practices.

Mike’s social media:

TikTok

Instagram

YouTube

Website

David Watkins

David Watkins

David graduated from the University of Cincinnati with a BA in journalism, a minor in communication, and a certificate in public relations. In college, he worked on the editorial team for a local publication before moving to Los Angeles, CA after graduation where he worked as an account manager and content strategist. David’s light personality makes him a perfect fit for the Otter team, bringing warmth and sincerity to not only the team but to his clients, as well.

Publicist

David Watkins

David Watkins

David graduated from the University of Cincinnati with a BA in journalism, a minor in communication, and a certificate in public relations. In college, he worked on the editorial team for a local publication before moving to Los Angeles, CA after graduation where he worked as an account manager and content strategist. David’s light personality makes him a perfect fit for the Otter team, bringing warmth and sincerity to not only the team but to his clients, as well.

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