Play this video
Let’s be honest, law isn’t exactly known for its entertainment value. It’s often serious, complicated, and about as scroll-stopping as a terms-and-conditions page. Unless you’re a lawyer, of course. And even then, you’re probably taking it fairly seriously.
So how do you cut through on social media when your subject matter is dense, important, and not exactly meme-friendly? How do you stop someone mid-scroll and make them care?
Enter Hi Ho.
Turning Legal Moments into Human Stories
Rather than talking at people, Hi Ho flipped the script. They created a social campaign for Cameron Lawyers built around everyday people facing everyday situations, the kind that quietly require a good lawyer, even if you don’t realise it yet.
The secret sauce? Character.
The heroes of the new “Law for the People” campaign had to feel real. Believable. Familiar. People you might recognise, or even see yourself in. Once the characters were brought to life, the scripts followed a simple but effective formula: keep it short, keep it human, and add just the right amount of humour.
Because legal advice doesn’t have to be heavy to be taken seriously.
The Campaign Kick-Off: Creating a Will
Every good story needs a starting point and for Cameron Lawyers, it began with Creating a Will. It’s one of those topics that sits permanently on the mental to-do list. Everyone knows it’s important. Everyone knows they should do it. And yet, it’s remarkably easy to put off until “later.”
The campaign leaned into that very hesitation. Rather than lecturing or overwhelming viewers with legal jargon, it met them where they were, with a relatable scenario, a familiar character, and a gentle nudge that said: yes, this can feel confusing… but it doesn’t have to be.
Through short, a character-led video with a touch of humour and a clear message: when Cameron Lawyers are involved, creating a Will becomes less daunting and far more manageable. Legal expertise was present, but it never overshadowed the human story at the centre of it.
The campaign ran across Meta – Instagram, and Facebook over a four-week period and delivered strong early results.
Results That Proved the Point
Once the campaign went live, the response was immediate. People didn’t just scroll past, they stopped, watched, and clicked. The characters resonated. The message landed. And the idea that law could feel approachable suddenly didn’t seem so far-fetched.
Over the four-week campaign period, Creating a Will reached 47,745 people and generated 80,120 impressions, a strong signal that the content wasn’t just being served, but actually seen. More importantly, it drove 793 visits to the Cameron Lawyers landing page, turning passive viewers into active prospects.
For a campaign designed to build trust and familiarity rather than push hard sales, these results marked a confident first step. Awareness grew. Engagement followed. And Cameron Lawyers began to occupy a more relatable, human space in the minds of their audience.
With one character successfully introduced and six more waiting in the wings, the campaign proved that when legal marketing focuses on people first, the numbers tend to take care of themselves.
What’s Next?
With the first campaign setting a strong foundation, Creating a Will did exactly what it was designed to do, it opened the door. It introduced a new way of talking about law, built trust with the audience, and proved that relatable, human stories can cut through even the most serious subject matter.
And this is only the beginning.
With six more characters ready to step into the spotlight—each representing a different legal service—the campaign is poised to evolve from a strong debut into a fully formed brand platform. Each new story will build on the last, deepening recognition, strengthening familiarity, and continuing to position Cameron Lawyers as the firm that understands real people and real situations.
Because when legal marketing feels human, it doesn’t just perform—it lasts.