Inclusion Now Office, McCarthy Tétrault LLP

Case Study: International Women’s Day 2024 Campaign
Client: Inclusion Now Office, McCarthy Tétrault LLP
Year: 2024

Strategy & Execution

IWD Content: A series of quote-based posts featuring lawyers at McCarthy Tétrault, highlighting their experiences and perspectives on gender equity in law.

IWD Carousel: A multi-slide post compiling 11 bilingual (English & French) quotes from firm members, including both women and allies, showcasing their voices and perspectives on gender inclusion. This approach reinforced that gender equity is a shared responsibility and created a more inclusive conversation.

Event Promotion: A dedicated post to drive awareness for McCarthy Tétrault’s IWD annual event, showcasing leadership and commitment to workplace equity.

Consistent Brand Alignment: Messaging was crafted to align seamlessly with McCarthy Tétrault’s overall brand voice, ensuring that inclusion efforts were not an isolated initiative but integrated into the firm’s broader values and communication strategy.

Marketing Expertise & Impact

Le Code Switch leveraged our expertise in inclusive marketing to craft a campaign that resonated deeply with the audience.

Key strategic decisions included:

Authenticity & Employee-Driven Messaging: Featuring real voices from within the firm added credibility and relatability, increasing engagement.

Bilingual Accessibility: Ensuring all content was available in both English and French expanded reach and reinforced inclusivity.

Optimized Content Formats: The carousel format allowed for multiple perspectives to be shared in a visually compelling way, while standalone posts built anticipation leading up to IWD.

Strategic Storytelling: By incorporating a mix of personal insights, firm-wide commitments, and event promotion, we crafted a cohesive narrative that reinforced McCarthy Tétrault’s leadership in fostering an inclusive workplace.

Engagement-Driven Approach: Content was intentionally designed to encourage interaction through compelling copywriting, strong calls to action, and shareable graphics.

Data-Backed Content Strategy: The campaign was developed using insights from past engagement trends, ensuring the format and messaging resonated with the firm’s audience.

Overview

To commemorate International Women’s Day (IWD) 2024, the Inclusion Now Office at McCarthy Tétrault LLP launched a bilingual social media campaign designed to celebrate the contributions of people within the firm. Le Code Switch worked closely with the Inclusion Now Office to craft impactful messaging across LinkedIn, X (formerly Twitter), and Instagram, reinforcing the firm’s commitment to fostering an inclusive and equitable workplace.

Our strategic approach ensured that the campaign was not only engaging but also aligned with best practices in inclusive marketing.

Objectives

Elevate the voices of lawyers within the firm by featuring their insights through quotes.

Drive engagement and awareness around IWD 2024 and the firm's commitment to gender inclusion.

Create a cohesive and bilingual (English & French) campaign that resonated with both internal and external audiences.

Increase visibility of the Inclusion Now Office’s work in fostering an inclusive legal industry.

Showcase McCarthy Tétrault LLP as a leader in advancing workplace inclusion and equity.

Key Takeaways

Strong Engagement: Quote-driven content performed exceptionally well, demonstrating the power of personal storytelling in fostering connection and conversation.

Bilingual Strategy Impact: The bilingual approach ensured accessibility and maximized reach across diverse audiences.

Employee Involvement: The 11 bilingual quotes featured in the IWD carousel highlighted the voices of firm members, making the campaign more authentic and relatable.

Inclusive Framing: By including a mix of women and allies, the campaign reinforced the collective role in advancing gender equity.

Event Promotion Success: The IWD Event Post generated the highest impressions (9,848), signaling strong interest in the firm’s efforts to promote inclusion.

Content Format Matters: The carousel format provided an interactive storytelling element that kept audiences engaged.

Proven ROI on Inclusive Marketing: By leveraging authentic storytelling, engagement rates exceeded industry benchmarks, proving that a strategic approach to workplace inclusion resonates with audiences.

Conclusion & Why Work With Us

The IWD 2024 campaign successfully positioned McCarthy Tétrault LLP as a firm committed to fostering an equitable and inclusive workplace. The campaign’s high engagement rates indicate a strong resonance with the firm’s audience, reinforcing the importance of authentic storytelling and strategic social media execution.

Through this collaboration, Le Code Switch demonstrated the value of inclusive marketing in fostering meaningful digital conversations and advancing workplace equity. Our strategic expertise ensured the campaign was not only well-received but also a model for how law firms can use social media to authentically engage in inclusion efforts.

Why Choose Le Code Switch for Your Inclusive Marketing Campaigns?

Industry-Leading Inclusive Marketing Expertise: We understand how to craft campaigns that drive real engagement while maintaining cultural sensitivity and authenticity.

Data-Driven Strategy: We leverage insights and analytics to develop content that performs and delivers measurable results.

Bespoke & Bilingual Content: Our ability to create tailored campaigns in both English and French ensures your messaging reaches the widest possible audience.

Proven Track Record: From Fortune 500 companies to leading law firms, we’ve helped brands turn workplace inclusion commitments into impactful, high-performing campaigns.

Full-Service Approach: From concept development to execution and performance analysis, we handle every aspect of your campaign with expertise.

Want to take your inclusive marketing and storytelling to the next level?

Let’s collaborate. Contact Le Code Switch today to start crafting impactful, results-driven campaigns that align with your brand’s values and business goals.

Performance Metrics

The campaign generated significant engagement across platforms: