Digital Media Case Study
Valla.
Valla is a legal coaching platform built to empower individuals navigating workplace issues. In May 2025, we launched an integrated campaign focused on one goal: to build brand awareness among working professionals in Manchester who may be struggling silently with HR conflicts, discrimination, burnout or more, but who do not yet know where to turn. The focus of the campaign was in validating their experiences and introducing Valla as a quiet but trustworthy solution, available when needed.
Alongside strategy and media, we also planned the OOH media booking and developed the creative in-house.
Turning Workplace Anxiety Into Actionable Support
Skills:
Campaign Planning & Strategy • Meta Advertising • YouTube Advertising • Spotify Advertising • Audience Targeting • Campaign Optimisation • Cross-Platform Media Planning & Buying • Performance Analysis • Post-Campaign Reporting
Digital Media Approach Overview
2.5 million
21%
Impressions
Active engagement
Valla’s media strategy spanned Meta, YouTube and Spotify, each tailored to reach Manchester-based professionals. This coordinated approach ensured Valla’s message was heard during scrolls, commutes, workouts and wind-downs, meeting users during key moments.
Over six weeks, the campaign delivered over 2.5 million impressions across channels, with approximately 21% resulting in active engagement, including clicks, full video views or meaningful interactions.
For a brand awareness campaign, particularly in the legal space, this level of engagement is well above industry benchmarks. It reflects not just strong reach, but real emotional relevance, validating that the message “Work shouldn’t feel like this” resonated deeply with the intended audience.
Audience Targeting & Channel Strategy
Valla’s campaign was built to reach working professionals in Greater Manchester, particularly those in structured, often high-pressure environments where workplace issues can go unspoken. Our audience targeting focused on individuals aged up to 55, many with degrees and employed in medium to large B2B organisations—people more likely to experience HR friction, burnout or discrimination, but less likely to seek legal support early.
YouTube was used to build emotional connection at scale. Ads targeted professionals across mobile and TV, using a mix of skippable and non-skippable formats. Content was served throughout the day, with natural peaks in engagement during evenings and weekends, when audiences were more mentally available for reflective messaging.
Meta targeted career-minded users with relevant work and education profiles. These placements appeared in social feeds and tapped into silent frustrations—overwork, isolation, toxic culture—through tailored creative and precise targeting. This approach made Valla feel personally relevant and easily discoverable.
Spotify enabled subtle, consistent reach during personal routines like commuting, exercising or unwinding. Ads ran across playlists themed around focus, business, wellness and news, positioning Valla as a calm presence during moments of pause.
This channel mix ensured that our message was present across multiple touchpoints and emotional states, from quiet reflection to active frustration, embedding the brand through relevance, repetition, and emotional resonance.
Website Traffic
+155%
Total Campaign Lift
Over the course of the six-week campaign, website traffic from Manchester increased by 155%, reflecting a significant shift in both brand awareness and user intent. The majority of this growth came through Paid Social, Direct and Organic Search, suggesting that the campaign did not just drive clicks, but it also drove recognition. People were seeing the message, remembering it and actively seeking out Valla.
This surge in traffic was not achieved through digital alone. The campaign was part of a fully integrated rollout, with out-of-home placements across Manchester reinforcing the same message users saw online. Together, paid digital and outdoor worked in tandem to keep Valla front of mind, making the brand not just visible, but discoverable.
Sign-Ups
+16%
Uplift in Sign-Ups
While not the campaign’s primary KPI, sign-ups increased by 16% during the campaign period, underscoring a strong secondary effect of the awareness strategy. This uplift was driven by heightened brand familiarity and trust built across paid digital platforms, reinforced by consistent messaging across out-of-home placements throughout Manchester.
The sharpest rise occurred in the second and third weeks of May, shortly after the awareness phase launched across digital channels. Elevated sign-up volumes continued through June, supported by sustained exposure across platforms.
Outcome
Valla’s campaign is a case study in how strategic brand awareness, delivered with emotional clarity and media precision, can drive real results. While the intent was never aggressive conversion, the campaign’s message, “Work shouldn’t feel like this,” resonated deeply and consistently.
With over 2.5 million impressions, a 155% increase in website traffic and a 16% uplift in user registrations, the six-week effort did not just raise awareness. It built trust, sparked recognition and quietly moved people toward action.
Together, digital, creative and outdoor worked in sync, creating a unified brand presence that did not just capture attention, but converted awareness into meaningful action.
Explore More
For a complete picture of how this campaign delivered both scale and impact, explore our in-depth breakdown of media, strategy, and creative execution:
