CMS
Ingenius Solutions
Challenge
CMS is a huge law firm with much to offer graduates, but they were struggling to differentiate themselves from their competitors and reach their audience.
Solution
Enter ‘Ingenious Solutions’, a video campaign inspired by CMS’s Employee Value Proposition (EVP) – that employees are creative thinkers, and that working at CMS is all about innovation. Not only do the videos speak to graduates in a relatable way – housemates coming up with ingenious solutions to resolve everyday disputes – but they do it with humour. Which is rare in the world of law, and really helped CMS stand out.
Each 15-second clip showcased two ingenious solutions. Viewers could then vote via a poll on Instagram Stories for their preferred solution, which helped drive engagement. All nine videos – 3 videos per household scenario – are below. Seeing as the polls are only visible on Instagram, we’ve mocked them up in some of the designs to show you exactly how they looked.
Scenario 1: Stolen Chocolate
Scenario 2: Unwashed Dishes
Scenario 3: Stinky Trainers
Results
Over the course of the four-week campaign, we didn’t just meet our objectives, we smashed them.
Objective: Increase brand recall
164,088 people reached (which was tens of thousands over our target, and on less than a third of the budget!)
96% of viewers were new to CMS
Objective: Deliver a campaign that stands out
97% of our audience watched the videos from beginning to end (compare this to a 10% completion rate in their previous Stories campaigns)
Objective: Target top talent
With the help of our campaign, CMS rose 15 places in The Times Top 100
It also won the top prize at the Employer Brand Marketing Awards for work from the Professional Services sector.