A&O Shearman

Using the power of social media to make legal careers more accessible.

winner

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The challenge

A&O Shearman need the best lawyers in the world to tackle their clients’ most complex challenges. They came to us with one mission: break down the barriers that stop talented graduates accessing a legal career.

The strategy

We knew social was the best way to get in front of our audience, so we developed a set of insight-driven mindsets and created a bespoke content plan for each one. Content that hooked them in, spoke to their barriers and motivators, presented them with role models and told the story of people like them.

The solution

Our social-first campaign ran across Instagram and TikTok with five bespoke content series that hit each of our mindset motivations. Stretching from awareness to conversion and covering animation, interviews, and short-form content, we helped our audience see themselves at A&O.

84% YOY increase in impressions

517% YOY increase in video views

86% YOY increase in website visits

148% YOY increase in non-Russell group applications

Up 11 places in the Times Top 100 rankings