Call us at:

(310) 229-4560


Triumphs in Legal Promotion: Examples of Successful Law Firm Campaigns

Triumphs in Legal Promotion: Examples of Successful Law Firm Campaigns


In the competitive world of law firm marketing, creativity and innovation are key to standing out. Throughout the legal industry, numerous law firms have executed successful marketing campaigns that have not only elevated their brand but also driven tangible results. This article explores real-world examples of law firm marketing triumphs, shedding light on the strategies, tactics, and creative approaches that propelled these campaigns to success.

The “Will You?” Campaign by Baker McKenzie

Baker McKenzie’s “Will You?” campaign is a standout example of an emotionally resonant marketing strategy. The campaign revolved around asking thought-provoking questions related to societal issues, prompting viewers to consider their impact. The campaign’s blend of powerful visuals, thought-provoking questions, and strong messaging positioned the firm as not just legal experts but also thought leaders, fostering a deep connection with the audience.

Dentons’ Global Law Firm Campaign

Dentons’ global campaign aimed to showcase the firm’s international presence and collaborative spirit. The campaign utilized a series of video ads featuring diverse locations, lawyers, and cultures. By highlighting their global network and the lawyers’ commitment to working together, Dentons effectively communicated their unique value proposition to clients seeking international legal support.

DLA Piper’s “What if?” Campaign

DLA Piper’s “What if?” campaign exemplifies the power of asking open-ended questions to engage the audience. The campaign posed hypothetical legal scenarios and offered insightful solutions, demonstrating the firm’s expertise while providing valuable information to potential clients. This approach positioned DLA Piper as a firm that thinks beyond legal challenges to provide innovative solutions.

Ogletree Deakins’ “Take a Stand” Campaign

Ogletree Deakins took a bold stance with their “Take a Stand” campaign, addressing controversial workplace issues head-on. The campaign utilized a series of videos, blog posts, and resources to educate clients about complex legal matters. By tackling challenging topics and offering actionable insights, Ogletree Deakins established themselves as go-to experts in navigating sensitive workplace issues.

Allen & Overy’s “Supporting Women in Business” Campaign

Allen & Overy’s campaign focused on women in leadership and the unique challenges they face in the business world. The firm released a series of articles, events, and webinars that explored these challenges while providing actionable advice. The campaign’s emphasis on empowerment and advocacy not only resonated with the target audience but also showcased the firm’s commitment to social responsibility.

Hogan Lovells’ “Future Ready” Campaign

Hogan Lovells’ “Future Ready” campaign centered around technological advancements and their impact on the legal industry. The campaign utilized a combination of events, whitepapers, and webinars to educate clients about the future of law. By positioning themselves as leaders in the realm of legal technology, Hogan Lovells demonstrated their readiness to embrace the evolving landscape.

Norton Rose Fulbright’s “Ask Norton” Chatbot

Norton Rose Fulbright’s innovative use of a chatbot, named “Ask Norton,” is a prime example of leveraging technology to enhance client engagement. The chatbot provides immediate responses to legal queries, offering valuable information while showcasing the firm’s commitment to client service. This interactive approach not only educates clients but also establishes Norton Rose Fulbright as a digitally forward firm.


The triumphs achieved by these law firm marketing campaigns offer valuable insights into what makes a strategy successful. From emotionally resonant messaging to embracing technology and addressing timely issues, these campaigns demonstrate the power of creativity, authenticity, and strategic thinking in legal promotion. By drawing inspiration from these examples and tailoring strategies to their own unique strengths, law firms can navigate the ever-evolving landscape of legal marketing and achieve remarkable results.

Let's elevate your law firm's online presence today.

Call Us: (310) 299-4560