TL;DR
- Esquire Digital led a PR campaign positioning Anapol Weiss as a national authority on Roblox exploitation lawsuits.
- The campaign generated 200+ media placements worldwide and drove top search visibility, AI search inclusion, and high-converting traffic.
Feature
Esquire Digital’s PR team worked with Anapol Weiss, a Philadelphia-based plaintiffs’ law firm, to design and execute a high-impact communications campaign around lawsuits against Roblox and Discord. These lawsuits, filed on behalf of children exploited by predators, attracted national and international media attention, increasing the firm's exposure and reinforcing its reputation as a foremost voice in child protection lawsuits.
Strategy
Esquire Digital identified Roblox litigation as a story that extended beyond law into technology, parenting, and corporate accountability. The goal was to position Anapol Weiss not only as a leader in litigation against tech platforms but as a trusted authority on the broader issue of online child exploitation. The narrative connected legal filings to systemic industry failures, aligning each case with growing government scrutiny and public outrage.
Tactics
Esquire Digital employed a multi-layered approach to ensure sustained coverage and visibility:
- Issued hard-hitting press releases with emotional narratives tied to case filings, motions, and rulings.
- Creating targeted pitch lists for national, legal, and local outlets, customized for relevance.
- Leveraging sensitive but compelling pitches to engage reporters at The New York Times, CNN, NBC News, BBC, The Guardian, and more, resulting in international recognition.
- Using optimized landing pages, blogs, and digital content to capture traffic from news-driven searches.
- Coordinating attorney quotes and statements across outlets, ensuring consistency and credibility.
- Amplifying coverage through blog and social campaigns, timed alongside filings and breaking news.
- And other advanced proprietary demand generation tactics and methods.
Results
In less than six months, Anapol Weiss became the leading law firm associated with Roblox exploitation cases. Esquire Digital secured coverage in more than 200 outlets, ranging from local Alabama and California stations to national powerhouses like CNN, NBC News, and The Washington Post. International pickup extended to outlets in the UK, Canada, Australia, Vietnam, and China, broadening Anapol Weiss’s reach well beyond the U.S. legal market. Quotes from partners Alexandra Walsh and Kristen Gibbons Feden appeared regularly in stories about Roblox, reinforcing the firm’s position as a thought leader.
These media wins translated into tangible performance gains. Across the campaign period, Roblox-related landing pages were among the top 5 drivers of conversions. Search Console data showed sharp growth in impressions and clicks, with high-value keywords propelling the firm to top search positions. The firm is listed in the AI summary for online searches like “file a lawsuit against Roblox.”
Coverage snowballed with each subsequent case filing, solidifying Anapol Weiss's reputation as the premier firm in this quickly emerging area of litigation.
