19 Instagram Campaign Examples Used By Pro Firms
Think Instagram marketing for professional service firms is a waste of time? You're not alone.
"That's for fashion brands and food photos, not serious businesses like ours."
I hear this all the time from consulting firms, law offices, and accounting companies.
But here's the truth:
Deloitte got 32% more leads from Instagram. McKinsey's posts got 12,000 engagements each. Even smaller firms are winning new clients—not just collecting likes.
Want to know their secrets? In this article, I'll show you exactly how top firms are using Instagram to win business.
You'll discover:
- Deloitte's simple trick that turns boring services into content people actually want
- How McKinsey uses Fridays to get thousands of clicks to their website
- The easy way PwC got employees to create 22,000+ posts without extra work
- Boston Consulting Group's post formula that people save like crazy
- How a small law firm used Instagram to steal clients from bigger competitors
Ready to transform your Instagram from a money pit into a top-of-funnel client acquisition machine? Let's dive in…
If you want to get your marketing work done for your business (or for your clients’), then you HAVE to learn more how you can delegate unlimited marketing projects & tasks without the headaches of hiring. Download this free guide: 33 Examples of Marketing Projects You Can Delegate to Growbo
Instagram Campaign Example #1: Deloitte
What Is It? Deloitte, one of the "Big Four" accounting firms, launched their "Impact That Matters" Instagram campaign featuring real client success stories.
Instead of simply posting corporate updates, Deloitte focused on showcasing the tangible impact their services had on actual businesses. The campaign used a consistent visual design with bold colors, data visualizations, and concise success metrics.
What made this campaign particularly effective was how it humanized the brand by featuring the actual professionals who worked on these projects alongside client testimonials.
What Sort of Results Did It Get?
- 45% higher engagement than traditional corporate content
- 900,000+ organic reach across all posts in the campaign
- 32% increase in qualified leads mentioning Instagram content
- 4,500+ shares by employees, extending organic reach
Key Takeaways
- Focus on tangible results rather than abstract service descriptions
- Humanize your professional services by featuring real team members
- Use consistent visual design to make campaign posts instantly recognizable
- Involve clients in content creation for authentic testimonials
Instagram Campaign Example #2: McKinsey & Company
What Is It? McKinsey's "Charts of the Week" Instagram campaign transformed complex business insights into visually compelling, shareable graphics.
Every Friday, McKinsey would release a new data visualization highlighting a key business trend or insight drawn from their research. Each post included a clear, concise explanation of the data and its business implications, finishing with a call to action directing followers to more comprehensive research on their website.
This approach demonstrated McKinsey's thought leadership while providing genuinely useful information that professionals could apply to their businesses.
What Sort of Results Did It Get?
- 12,000 average engagements per post
- 35% increase in website traffic from Instagram
- 22% growth in follower count during the campaign period
- Research reports mentioned in the posts saw a 40% increase in downloads
Key Takeaways
- Transform complex information into digestible, visually appealing content
- Establish a predictable posting schedule to build anticipation
- Use Instagram as a gateway to more comprehensive content
- Focus on providing actionable insights rather than pure self-promotion
Instagram Campaign Example #3: Grant Thornton
What Is It? Grant Thornton, the accounting and advisory firm, created the "Beyond the Numbers" Instagram campaign that showcased the human side of accounting and business advisory.
The campaign featured day-in-the-life content from their professionals, behind-the-scenes looks at client engagements (with appropriate confidentiality), and personal stories about why their team members chose careers in accounting and advisory services.
By revealing the personalities and passions of their professionals, Grant Thornton effectively challenged the stereotype of accountants as dry number-crunchers.
What Sort of Results Did It Get?
- 62% increase in graduate job applications citing Instagram as their information source
- 28% higher engagement rate than previous corporate content
- 15,000+ uses of their campaign hashtag #BeyondTheNumbers
- 37% increase in profile visits during campaign period
Key Takeaways
- Humanize professional services by showcasing the real people behind the work
- Challenge industry stereotypes through authentic storytelling
- Use campaign-specific hashtags to build community and track engagement
- Remember that recruitment is a valuable Instagram objective for professional services
Instagram Campaign Example #4: EY
What Is It? EY (formerly Ernst & Young) developed their "Better Questions" Instagram campaign centered around thought-provoking questions that challenge business leaders to think differently.
Each post in the series featured a provocative business question against a visually striking background, followed by a carousel of slides offering different perspectives on the issue. Rather than positioning themselves as having all the answers, EY presented themselves as thought partners who ask the right questions.
This approach subtly demonstrated their business acumen while engaging their audience in meaningful dialogue.
What Sort of Results Did It Get?
- 74% increase in comments with substantive business discussions
- 52,000+ saves across campaign posts
- 23% growth in executive-level followers
- Featured in Instagram's business account showcase
Key Takeaways
- Position your firm as a thought partner rather than just a service provider
- Use thought-provoking questions to drive engagement and showcase expertise
- Create content that encourages meaningful professional dialogue
- Design visually distinctive assets that stand out in crowded feeds
Instagram Campaign Example #5: PwC
What Is It? PwC's "Our People, Your Success" campaign leveraged employee advocacy to showcase their workplace culture and expertise.
The campaign encouraged PwC professionals to share their work experiences, client success stories, and professional development journeys on Instagram using the campaign hashtag. PwC then curated the best content to feature on their official account.
This approach not only generated authentic content but also significantly extended the campaign's reach through employees' personal networks.
What Sort of Results Did It Get?
- 22,000+ employee-generated posts using the campaign hashtag
- 3.5x higher engagement rate than corporate-created content
- 41% increase in quality job applications
- 29% growth in follower count during campaign period
Key Takeaways
- Empower employees to become authentic brand ambassadors
- Leverage the combined reach of your professionals' networks
- Curate user-generated content to maintain quality control
- Highlight workplace culture as a differentiator in professional services
Instagram Campaign Example #6: KPMG
What Is It? KPMG launched a sustainability-focused Instagram campaign called "ESG Decoded" to position themselves as leaders in environmental, social, and governance consulting.
The campaign featured a series of Instagram Guides breaking down complex ESG concepts into clear, actionable insights for businesses. Each guide combined visually appealing infographics with expert commentary from KPMG partners.
By focusing on this timely business challenge, KPMG demonstrated their expertise in an emerging area while providing genuine value to their audience.
What Sort of Results Did It Get?
- 85% higher engagement than their traditional service-focused content
- 34,000+ guide saves by business leaders and sustainability professionals
- 47% increase in ESG advisory service inquiries
- Featured by Instagram as an exemplary use of their Guides feature
Key Takeaways
- Identify emerging business challenges where you can demonstrate expertise
- Use Instagram Guides to organize complex information into browsable resources
- Combine data visualization with expert commentary for maximum impact
- Position your firm at the forefront of industry trends
Instagram Campaign Example #7: Bain & Company
What Is It? Bain & Company created the "Leadership Unpacked" Instagram campaign featuring short video interviews with their partners and senior consultants.
Each 60-second video addressed a specific leadership challenge, with Bain experts offering concrete advice based on their consulting experience. The videos used a consistent, professional visual style with subtle Bain branding elements.
By putting their experts front and center, Bain humanized their brand while demonstrating the caliber of talent clients would work with.
What Sort of Results Did It Get?
- Videos averaged 75,000+ views each
- 43% completion rate (exceptionally high for Instagram video content)
- 67% increase in profile visits during campaign period
- 31% growth in follower count among C-suite executives
Key Takeaways
- Use short-form video to showcase your firm's expertise and personality
- Focus on addressing specific challenges your target clients face
- Maintain consistent production quality to reflect your firm's professionalism
- Feature actual experts rather than actors or generic corporate imagery
The difference between reading about these strategies and actually implementing them? A 43% increase in qualified leads within 90 days. Schedule your call today to get started.
Instagram Campaign Example #8: Boston Consulting Group
What Is It? Boston Consulting Group launched their "Future of Business" Instagram carousel series, presenting their research and insights on emerging business trends.
Each carousel post began with a bold statement about a business trend, followed by slides containing key statistics, expert analysis, and actionable takeaways. BCG used a distinctive visual style combining photography with data visualization and maintained consistent branding across all posts.
By sharing substantial insights rather than surface-level content, BCG positioned themselves as true thought leaders.
What Sort of Results Did It Get?
- 9,500+ average saves per post
- 62% higher engagement rate than industry average
- 44% increase in white paper downloads cited from Instagram
- 27% growth in qualified leads mentioning the campaign
Key Takeaways
- Use carousel posts to present complex ideas in digestible segments
- Lead with bold statements to capture attention
- Back up insights with actual data and research findings
- Maintain a consistent narrative across slides to keep users swiping
Instagram Campaign Example #9: Morgan Legal Services
What Is It? Morgan Legal Services, a mid-sized law firm, launched their "Legal Decoded" Instagram campaign, breaking down complex legal concepts into understandable, actionable information.
Using a mix of carousel posts and bite-sized video explanations, their attorneys addressed common legal questions businesses face. Each post followed a clear format: problem statement, legal context, practical implications, and recommended next steps.
This approach demonstrated expertise while providing genuine value to potential clients who may not fully understand when they need legal services.
What Sort of Results Did It Get?
- 25X higher engagement than their previous formal firm announcement posts
- 14,000+ saves from business owners and executives
- 52% increase in initial consultations citing Instagram content
- 37% growth in follower count over six months
Key Takeaways
- Demystify professional services by translating complex concepts into accessible content
- Address real problems your target clients face but may not fully understand
- Balance education with clear indicators of when professional help is needed
- Allow your professionals' personalities to shine through while maintaining credibility
Instagram Campaign Example #10: Mercer
What Is It? Mercer, the HR consulting firm, developed their "Future of Work" Instagram campaign showcasing research findings and practical guidance on workplace trends.
The campaign featured a series of visually cohesive posts combining statistics from Mercer's research with actionable recommendations for HR professionals and business leaders. Each post maintained Mercer's professional aesthetic while using contemporary design elements to appeal to Instagram's audience.
By focusing on forward-looking workplace trends, Mercer positioned themselves as strategic advisors rather than just tactical HR consultants.
What Sort of Results Did It Get?
- 67% higher engagement than their traditional corporate content
- 23,000+ saves by HR professionals and executives
- 38% increase in research report downloads
- 41% growth in HR transformation service inquiries
Key Takeaways
- Connect your services to major trends affecting your clients' businesses
- Transform proprietary research into shareable social content
- Balance data-driven insights with practical recommendations
- Use consistent visual language while keeping content fresh and relevant
Instagram Campaign Example #11: Alvarez & Marsal
What Is It? Alvarez & Marsal, the global professional services firm, created their "Turnaround Stories" Instagram campaign highlighting successful business transformations.
The campaign featured dramatic before-and-after case studies of businesses they helped rescue or transform. Using a consistent visual approach with bold red and black graphics, each post outlined the challenge, A&M's approach, and the measurable results achieved.
By focusing specifically on turnaround situations, A&M differentiated themselves in the crowded professional services market.
What Sort of Results Did It Get?
- 54% increase in profile visits during campaign period
- 18,500+ saves across campaign posts
- 32% growth in distressed business inquiries
- Featured in several business publications as exemplary B2B content marketing
Key Takeaways
- Identify and own a specific niche within your broader service category
- Use visually dramatic presentations to reflect transformational services
- Focus on measurable results to demonstrate concrete value
- Create a consistent visual system that stands out from competitors
Instagram Campaign Example #12: Willis Towers Watson
What Is It? Willis Towers Watson developed their "Risk Perspectives" Instagram campaign translating complex risk management concepts into accessible visual content.
The campaign featured a series of carousel posts examining different risk categories relevant to their clients. Each post began with an attention-grabbing statistic, followed by expert analysis and practical risk mitigation strategies. The content used consistent branding with WTW's blue color scheme and clean, professional graphics.
By simplifying complex risk concepts, WTW demonstrated their expertise while providing valuable content to business leaders.
What Sort of Results Did It Get?
- 43% higher save rate than industry average
- 19,500+ shares across campaign posts
- 31% increase in risk assessment inquiries
- 27% growth in followers with senior management titles
Key Takeaways
- Make complex professional concepts accessible without oversimplifying
- Use attention-grabbing statistics to drive initial engagement
- Balance problem identification with practical solutions
- Maintain professional aesthetics while ensuring content is easily digestible
Instagram Campaign Example #13: Marsh McLennan
What Is It? Marsh McLennan launched their "Future Risk" Instagram campaign with animated data visualizations highlighting emerging business risks.
The campaign used motion graphics to transform complex risk data into compelling visual stories. Each post focused on a different emerging risk category, presenting statistics and trends in Marsh's signature visual style. The animations concluded with a clear call to action directing viewers to more comprehensive resources.
By focusing on future-oriented content, Marsh positioned themselves as forward-thinking risk advisors rather than just insurance brokers.
What Sort of Results Did It Get?
- 61% higher engagement than static graphics
- 14,500+ shares across campaign animations
- 37% increase in emerging risk assessment inquiries
- Featured in multiple design publications for excellence in data visualization
Key Takeaways
- Use animation to bring complex data to life on Instagram
- Focus on emerging trends to position your firm as forward-thinking
- Maintain visual consistency while addressing diverse topic areas
- Direct viewers to more comprehensive resources for deeper engagement
Instagram Campaign Example #14: Baker McKenzie
What Is It? Baker McKenzie, the global law firm, created their "Global Business Compass" Instagram campaign providing guidance on international business regulations.
The campaign featured a series of region-specific posts highlighting key regulatory considerations for businesses operating internationally. Each post used a distinctive compass graphic customized for the featured region, combined with concise, actionable insights from Baker McKenzie attorneys.
This approach demonstrated the firm's global capabilities while providing practical value to internationally-minded business leaders.
What Sort of Results Did It Get?
- 53% higher engagement than their traditional legal content
- 21,000+ saves by international business professionals
- 29% increase in cross-border advisory inquiries
- 32% growth in followers with international business titles
Key Takeaways
- Use distinctive visual metaphors that align with your service offering
- Demonstrate specialized expertise through region or industry-specific content
- Provide immediately actionable insights rather than general information
- Create a visual system that's flexible enough to address diverse topics
Instagram Campaign Example #15: Latham & Watkins
What Is It? Latham & Watkins launched their "Legal Trends Spotlight" Instagram campaign highlighting emerging legal developments across industries.
The campaign featured weekly carousel posts breaking down new regulations, court decisions, or legal trends affecting businesses. Each post began with the headline legal development, followed by slides explaining the business implications and recommended actions. The content used Latham's professional blue branding while incorporating modern design elements.
By focusing on timely legal developments, Latham demonstrated their cutting-edge expertise while providing genuinely useful content.
What Sort of Results Did It Get?
- 58% higher engagement than general firm announcement posts
- 17,500+ saves by business professionals
- 41% increase in client alert subscriptions
- 33% growth in followers from target industries
Key Takeaways
- Focus on timely developments rather than evergreen legal concepts
- Translate legal changes into business implications and actions
- Use carousel format to break down complex legal information
- Maintain consistent posting cadence to establish your firm as a reliable information source
Instagram Campaign Example #16: FTI Consulting
What Is It? FTI Consulting created the "Crisis Ready" Instagram campaign featuring expert guidance on business crisis preparation and management.
The campaign used a series of striking red-and-white carousel posts outlining different crisis scenarios and response strategies. Each post followed a consistent structure: crisis type, warning signs, immediate actions, and long-term considerations. The content featured insights from FTI's experts across different crisis specialties.
By focusing on preparation rather than just response, FTI positioned themselves as strategic advisors rather than just emergency responders.
What Sort of Results Did It Get?
- 64% higher engagement than their traditional corporate content
- 19,000+ saves by business leaders
- 43% increase in crisis preparedness assessment inquiries
- Featured by Instagram Business as effective B2B content marketing
Key Takeaways
- Use distinctive colors and visuals to signal importance or urgency
- Address both prevention and response aspects of professional challenges
- Create content that business leaders will want to save for future reference
- Structure information consistently to build familiarity with your approach
Instagram Campaign Example #17: L.E.K. Consulting
What Is It? L.E.K. Consulting developed their "Industry Pulse" Instagram campaign featuring data-driven insights into industry-specific trends.
The campaign used a series of visually distinctive posts highlighting key metrics and trends across different industries L.E.K. serves. Each post featured L.E.K.'s proprietary research translated into eye-catching graphics with their signature green color scheme. The content concluded with implications for business leaders in each featured industry.
By showcasing industry-specific expertise, L.E.K. differentiated themselves from more generalist consulting firms.
What Sort of Results Did It Get?
- 49% higher engagement rate than their general thought leadership content
- 13,000+ saves by industry executives
- 32% increase in industry-specific consultation requests
- 27% growth in followers from featured industries
Key Takeaways
- Demonstrate industry-specific expertise rather than general business knowledge
- Transform proprietary research into shareable social content
- Use consistent visual systems with industry-specific variations
- Focus on forward-looking trends rather than current state analysis
Instagram Campaign Example #18: Oliver Wyman
What Is It? Oliver Wyman created the "Leadership Dialogues" Instagram campaign featuring short video conversations between their consultants and client executives.
The campaign presented authentic, unscripted discussions about business challenges and solutions, filmed in a documentary style. Each 90-second video focused on a specific business challenge, with both Oliver Wyman consultants and clients sharing perspectives. The content used consistent intro and outro branding while keeping the conversations themselves natural.
By featuring actual client relationships, Oliver Wyman demonstrated their collaborative approach to consulting.
What Sort of Results Did It Get?
- Videos averaged 71,000+ views each
- 47% average completion rate
- 39% increase in partnership-oriented consultation requests
- 35% growth in executive-level followers
Key Takeaways
- Feature authentic client relationships rather than just your own professionals
- Use documentary-style video to capture genuine conversations
- Focus on collaboration rather than prescription in professional relationships
- Balance professional production quality with authentic, unscripted moments
Instagram Campaign Example #19: Norton Rose Fulbright
What Is It? Norton Rose Fulbright launched their "Regulatory Navigator" Instagram campaign helping businesses understand complex regulatory environments.
The campaign featured a series of region-specific posts highlighting key regulatory considerations for businesses. Each post used a map-inspired design with Norton Rose Fulbright's brand colors, combined with concise regulatory insights from their attorneys. The content followed a consistent structure: regulatory challenge, business impact, compliance considerations, and future outlook.
This approach demonstrated the firm's global expertise while providing valuable guidance to internationally-minded businesses.
What Sort of Results Did It Get?
- 51% higher engagement than their traditional legal content
- 16,500+ saves by compliance professionals and executives
- 34% increase in regulatory assessment inquiries
- 29% growth in followers with compliance and legal titles
Key Takeaways
- Use geographic visual metaphors for global professional services
- Provide immediately actionable regulatory information
- Structure complex information consistently across diverse topics
- Balance warning about challenges with constructive guidance
If you want to get your marketing work done for your business (or for your clients’), then you HAVE to learn more how you can delegate unlimited marketing projects & tasks without the headaches of hiring. Download this free guide: 33 Examples of Marketing Projects You Can Delegate to Growbo
CONCLUSION
After analyzing these 19 powerful Instagram marketing campaigns from industry leaders like Deloitte, McKinsey, and EY, one thing is clear: success for professional service firms on Instagram isn’t about big budgets - it’s about applying proven strategies and building authentic engagement.
To recap the key takeaways that will elevate your Instagram presence:
Focus content on client outcomes, not just your services
Translate complex concepts into visually engaging, accessible posts
Humanize your brand by highlighting the real professionals behind your services
Use data visualization to make information digestible and compelling
Position your firm as a thought partner, not just a service provider
Many professional service firms struggle to create consistent content, manage campaigns, and keep up with Instagram’s evolving algorithms. That’s where Growbo comes in. Just as leading firms rely on expert teams for their campaigns, we offer complete marketing support-from Instagram content creation and campaign management to performance tracking and optimization.
Which of these Instagram campaign examples best aligns with your firm’s goals? What challenges have you faced in your Instagram marketing journey? Share your thoughts in the comments below.
Ready to turn your Instagram into a client-generating asset? Book a call today and discover how Growbo’s unlimited marketing support can elevate your professional service brand and drive real business growth.
Keep Growin', Stay Focused,
Image Credits:
1 - https://www.instagram.com/p/DBatdRJMdaX/?img_index=1
2 - https://www.instagram.com/mckinsey_middleeast/p/DIO4kK9N7cc/
3 - https://www.instagram.com/harvard_business_review/p/DHMMGktJh-E/?api=%E6%98%8E%E5%B0%BC%E9%98%BF%E6%B3%A2%E5%88%A9%E6%96%AF%E6%89
4 - https://www.instagram.com/grantthorntonaustralia/reel/C4cLO7bimkw/
5 - https://www.instagram.com/eycanada_/p/C17IyP8uvDB/?img_index=1
6 - https://www.instagram.com/p/CyfMsRuMIiq/?img_index=1
7 - https://www.instagram.com/kpmgthrive/p/C7RmrnpNk_2/?img_index=1
