Hogan Lovells: Social media & content strategy
Hogan Lovells are a law firm with a clear message: they are the Global Game-Changers. But what does that actually mean for students? How do we get this message far and wide? These are the questions that shaped our campaign.The key objectives were to:
- Promote the firm’s global reach, career opportunities, and world-renowned clients.
- Boost brand awareness, leaving no doubt in students’ minds that Hogan Lovells are an elite law firm doing high-profile projects all around the world.
- Grow an organic audience for long-term promotion of careers and the overall Hogan Lovells brand.
Enter the Global Game-Changers Challenge: a four-week competition hosted on Hogan Lovells’ graduate Instagram page. We also did organic promotion on Facebook and Twitter, and paid social across Facebook and Instagram – including on the feed and in-story.
Each week for four weeks, we posted a film clip of a Hogan Lovells lawyer asking a question about their world. All the answers can be found on their graduate careers site, which students submitted via Direct Message. The prize? £150 in travel vouchers. We revealed the answer at the end of each week with another film clip, and chose our winners.
Each week had its own theme: international secondments, global interconnectivity, their Global Citizenship Programme, and global clients. All our questions and posts were tied to these themes, so students were getting insights about Hogan Lovells’ world at every turn. In short, we were boosting brand awareness in the very way we designed the competition.
Visually, we used Instagram’s grid feature to do something really distinctive. The grid displays three posts side by side – but we went one step further. We seamlessly knitted together the posts with a striking image of a Hogan Lovells international location, a different one per week.
Metrics and results
Results for in-feed competition content on Instagram only (organic)
- 4,188 views across question and answer videos
- 654 engagements (14% engagement rate) on Instagram feed posts
- 300+ competition entries via Instagram DM from law and non-law students from wide-ranging universities
- 30% increase in Instagram followers
Results for paid promotion – traffic driving to Instagram
- 749 clicks from ads through to Instageam
- 713,561 impressions on promotional posts
- 27,876 engagements on promotional posts