How do you create a bond between the world's leading lawyers and the working families they represent? Show how similar their stories really are!
Robbins Geller Rudman & Dowd LLP is one of the world’s leading complex class action firms representing plaintiffs in securities fraud, antitrust, breach of fiduciary duty, consumer fraud, and privacy cases. They represent pension funds, retirement plans and the futures of blue collar families all over the world!
Partners in law have an unfortunate stigma of being cold, unapproachable, and hard to identify with - but that isn't always the case. That's actually what makes the crew at RGRD so great - they truly care about the families they represent, but they fall prey to that same stigma.
Instead of telling the world how great these partners are (they really are the best in the biz), what if we showed the world how similar they really are? Not so different from you and me and, most importantly, those they represent!
How can we possibly tell the life stories of 4 partners who grew up in 4 different countries
Innocent baby photos, train stations and alley ways, stories of immigration and sacrifice, authentic hardship and perseverance, the chase of the American dream - not the things we typically associate with partners at a world class law firm, but they're equally as much their story as those they represent.
We gathered family photos, talked with their families and traveled to their neighborhoods - the very streets they walked to school on and the corner stores they'd meet their friends at - to bring their story to life. We listened to the hustle bustle of Chicago and saw that great stadium in the Bronx. We heard of the family sacrifices, the long hours worked and the very real understanding of what it looks and feels like to grow up still trying to make it.
We took time prior to our interviews to really engage with the partners and hear why they do what they do - this is the good stuff after all. Come interview time, they knew they could relax and just tell their story. Not their opening remarks or their closing argument, just the good stuff. The human stuff.
After building momentum for their new partners through social snippets, RGRD used a targeted email campaign created to engage clients and partners in a way that showcased we're not so different after all.
Brand building takes time, intentionality and, most of all, consistency. This campaign was a result of RGRD committing to the importance of consistent empathy and vulnerable leadership. They're the right choice and it shows.
Robbins Geller Rudman & Dowd LLP
San Diego, CA
Web, Email, Social