MAQS: Closer to the business. Further in your career.
At MAQS Law Firm, an exciting career awaits, with room to grow and great teamwork at its core. Not least for those at the start of their careers with a passion for business law who want to work really close to the business. It is a story more people need to hear.
The challenge
In 2024, MAQS was named Law Firm of the Year by Regi and has the most satisfied clients in the industry. Despite its strong offer as an employer and its recognition as firm of the year, MAQS was relatively unknown among newly graduated lawyers, especially in the Stockholm region. In other words, there was a message to get across: about a place where you can explore a world of exciting business law and make your career take off.
The assignment
Our assignment was to develop a campaign concept together with a series of social media campaigns. The overall aim was to increase attractiveness and tell the story to the target group: law students in the final stage of their studies and newly graduated lawyers.
The art of getting really close to the business
The creative concept was named “Closer to the business. Further in your career.” and was complemented with core copy, headline variations and examples of communication formats such as a career site, social media ads and billboards.
We also planned and carried out a photo and film shoot outdoors, built on the idea of placing an employee really close to the client’s business, in fact a little exaggeratedly close. In this first case it was wind turbines, as MAQS has a strong position in renewables, with the employee’s hair blowing wildly from the turbines in the background. The firm’s own young lawyers acted as models, and a leaf blower ruffled their hair. The shoot gave us material that supported and complemented the concept’s message in a unique and engaging way.
Tailwind in your career
Sharp images, films and playful lines such as “Tailwind in your career” were then used in social media campaigns on Meta and LinkedIn. The campaigns were continuously A/B tested to optimise results, and traffic was driven to a career page with the same theme to create consistency and clarity.
Results and impact
Between October 2023 and January 2024, a number of campaigns ran on Meta and LinkedIn with the goal of driving traffic to MAQS’s landing page for students and young professionals. There, visitors could read more about the firm and what it is like to work at MAQS as a new graduate, and sign up for upcoming newsletters.
1,035,303 impressions
The campaigns generated a total of 1,035,303 impressions and reached 205,132 unique people.
24,834 reactions
The campaigns received almost 25,000 engagements, including clicks, comments and likes.
6,557 clicks
More than 6,000 people visited the campaign page through the ads, a click-through rate of 0.63%.
160 students
As a further effect of the campaign, 160 students signed up and expressed interest in MAQS.
Jenny Bildsten, Chief Communications Officer at MAQS:
“During the campaign we saw increased brand awareness among students and gained a better understanding of the target group. We also noticed the effects at this autumn’s career fairs at the universities we visited, where law students knew about us and had seen the campaign on their social channels. Together with the campaign and our campus visits, we also received a large number of newsletter sign-ups, which lets us develop our relationship with the target group and create future activities for students.”
