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    PUTTING AI INTO PRACTICE WITH ROPES & GRAY

    PUTTING AI INTO PRACTICE WITH ROPES & GRAY

    PUTTING AI INTO PRACTICE WITH ROPES & GRAY

    PUTTING AI INTO PRACTICE WITH ROPES & GRAY

    Services

    • Early Talent Attraction

    Impressions

    Application starts

    High quality entries

    Learn how Wiser created Pitch Your Prompt, an AI-focused recruitment campaign for law firm Ropes & Gray, inviting students to solve legal challenges with a 250-word AI prompt. Built in three weeks, it drove 2.3M impressions, 40.1K clicks, 29.7K unique visits, 566 application starts and 167 high-quality entries.

    In the UK legal market, standing out isn't easy, especially with early-career talent. Ropes and Gray wanted a faster, smarter way to attract exceptional candidates while reducing reliance on traditional campus activity. With just 2.5 months before applications closed, we created an AI-focused campaign that invited students to think like lawyers. The result was a highly engaged talent pipeline and a stronger employer brand.

    Prompting future lawyers, bringing innovation to life

    Ropes & Gray wanted to build awareness among aspiring lawyers while showcasing one of the things that genuinely sets them apart: their commitment to innovation and the future of AI in legal services. In just three weeks, we built a campaign that generated awareness, engagement and a highly qualified talent pool. More importantly, we transformed passive audiences into active participants, giving students a genuine taste of the work, thinking and innovation that define life at Ropes & Gray.

    Impressions

    Website clicks

    Unique website visits

    Application starts

    High quality entries

    Finalists

    Thinking like a Ropes & Gray lawyer

    Before building the campaign, we spoke to 150 students across 70 universities. The data showed that traditional law firm messaging within the industry felt generic. Students wanted more interaction, and they were excited by AI and actively looking for opportunities to develop skills that would shape their future careers. That insight became our opportunity.

    We created Pitch Your Prompt, an interactive competition designed to blur the line between attraction and assessment. Rather than asking students to submit a traditional application, we invited them to solve fictional legal challenges using AI.

    Working across three of Ropes & Gray's core practice areas: Asset Management, Tax and Private Equity, students were challenged to create one 250-word AI prompt that analysed legal risks and proposed solutions. To support candidates throughout the journey, Ropes & Gray Associates shared advice and guidance through a series of social-first content pieces. This helped humanise the firm while providing students with direct access to the people already building careers there.

    Instagram graphic which is blue saying one pitch one promptPhoto of someone presenting to a panel in an officePhoto of 3 students

    Turning clicks into candidates

    With only a three-week campaign window, every touchpoint had to work hard. We launched an integrated strategy across Instagram, LinkedIn, email marketing and targeted outreach. Organic and paid content drove traffic towards a dedicated campaign landing page, while targeted outreach helped amplify awareness among engaged candidates who had attended previous Ropes-hosted events.

    The campaign culminated in a live final hosted at the firm's London office. Twelve finalists presented their prompts directly to a panel of Associates and Partners, explaining their reasoning, strategy and communication approach. Every invited finalist attended. Seven were subsequently invited to an Insight Day, creating a seamless route from attraction through to high-quality talent identification.

    The campaign delivered against every objective: awareness increased, engagement exceeded expectations, and Ropes & Gray created a future-facing employer brand experience that demonstrated innovation rather than simply talking about it.

    Feedback from the finalists

    "It’s a great competition, really different; I’ve thoroughly enjoyed it and plan to stay connected with the firm"

    "I found the experience incredibly insightful"

    "I’ve never known a firm to do something [a competition] so creative and enjoyable"

    "I loved the opportunity to pitch my prompt to lawyers"

    To talk to us about this case study,
    get in touch

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