Integrated OOH Case Study
Valla.
Integrated OOH & Creative Campaign | UK Nationwide & VOD
Valla is a forward-thinking legal tech platform that empowers individuals facing employment issues—such as discrimination, redundancy, or whistleblowing—to understand their rights and take action without needing a traditional solicitor.
As a challenger brand entering the legal services space, Valla’s challenge was twofold: to build visibility and trust while prompting meaningful engagement from everyday workers who may not realise they need legal support.
Objectives
Build brand awareness among working professionals across Manchester
Position Valla as a trustworthy and accessible ally for employment issues
Drive traffic to the website and encourage sign-ups via an integrated campaign
Skills:
OOH Media Planning & Buying • Geo-Targeted Digital Media Strategy • Creative Messaging Development • Integrated Reporting & Post-Campaign Insights • Cross-Channel Optimisation & Retargeting
Strategic Approach
We designed a fully integrated campaign centred on multi-format Out-of-Home (OOH) media, reinforced by digital video, audio, and social channels. OOH was the hero format—chosen for its ability to deliver reach, repetition, and credibility in public spaces—while digital channels extended engagement and drove action.
OOH was deployed across Manchester’s busiest commuter and pedestrian environments, targeting workers where employment challenges are top-of-mind: on the way to or from work.
5 May - 8 June 2025
Campaign Dates
Greater Manchester
Location
15.2 million +
Estimated OOH Impressions
Formats Activated
Bus Rears:
45 panels across Manchester, leveraging long dwell times in traffic-heavy routes to reinforce messaging during the daily commute.
Interior Tram Panels:
147 placements across the Metrolink network, delivering repeat exposure in a low-clutter, captive environment.Rail 6-Sheets & 4-Sheets:
Prominent static formats in Manchester Piccadilly Station with combined visibility of 7.8 million impressions.Digital 6-Sheets:
Premium roadside digital placements with commuter-time optimisation, ensuring high viewability and contextual relevance.
1.3 million +
Meta Impressions
560,000 +
YouTube Impressions
600,000 +
Spotify Audio Impressions
Supporting Digital Media
To extend reach and drive traffic, we delivered a multi-channel digital campaign across Meta, Spotify, and YouTube:
Meta (Facebook & Instagram):
Delivered 1.3 million+ impressions, with a focus on professionals aged 25–44. Video creative achieved a strong 16.5% engagement rate, and carousel retargeting encouraged deeper interaction.YouTube:
Over 560,000 impressions and 400,000+ full video completions. Mobile and TV devices were used to target business professionals in a lean-back viewing mindset.Spotify Audio:
600,000+ impressions delivered via themed playlists and podcasts, targeting moments of focus and personal development—key windows for Valla’s messaging.
17.8 million+
Total Impressions (OOH + Digital)
Post-Campaign Uplift:
Website traffic in Manchester spiked significantly after campaign launch
Sustained rise in Direct and Organic Search traffic during the campaign window
Sign-ups and page views saw a meaningful increase, correlating closely with the OOH flight
Strategic Value
This campaign demonstrates the impact of combining strategically placed OOH formats with performance-driven digital reinforcement. The hyper-localised approach in Manchester yielded a noticeable lift in awareness, site visits, and intent—proving the value of media synergies in driving measurable outcomes.
Our proprietary planning tools and format intelligence ensured cost-effective OOH delivery, with clear visibility across high-footfall zones. The integration with digital allowed us to retarget high-interest users and validate campaign ROI using robust platform and behavioural data.
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:
