CASE STUDY · PAID SOCIAL · 2023–2025
Three years of compounding growth on Meta — more leads, at a lower cost, every single year.
consecutive growth, every year
THE CHALLENGE
AllAboutLaw helps thousands of UK students take their first steps into legal careers. Its biggest moment of the year is the Virtual Law Fair — and the brief was simple to state but hard to deliver: grow event registrations year on year while improving efficiency, inside a narrow, fiercely competitive autumn window, reaching a niche student audience that largely renews every year.
Industry
Market
Constraint
The audience renews almost entirely, every year
THE APPROACH
Vida Digital built a repeatable paid-social playbook on Meta and refined it across three campaigns.
TARGETING
Prospecting-led
Over 90% of budget reaching new students rather than retargeting a warm pool — the right call for an audience that refreshes each year.
CREATIVE
Video-first & creator-led
The majority of investment behind authentic student-creator video, the format the platform rewards most.
LIBRARY DEPTH
A deep, varied library
Enough fresh assets to outrun ad fatigue across a multi-week campaign, with event-specific and “last chance” ads to capture rising intent.
ECOSYSTEM
Supporting campaigns
Tightly-targeted autumn campaigns running around the fair to compound reach and registrations.
THE RESULTS
Three years of consecutive growth
Leads
Cost per lead
Lead volume and cost per lead across the three campaigns. Indexed to 2023 = 100; no absolute figures shown.
YEAR BY YEAR
What drove the improvement
CREATIVE INFRASTRUCTURE
By 2025 the approach had become a formalised process, so the algorithm always had fresh material and the campaign never ran dry mid-run.
Step 01 — Produce
14 creators
Step 02 — Diversify
200+ assets
Step 03 — Release
Weekly batches
A sample of the 2025 creative library.
MEDIA ALLOCATION
Video-first creative
We committed decisively to video, putting the bulk of investment behind creator-led content, with statics and urgency-driven event ads supporting it as the fair drew closer.
Share of creative investment by format.
Prospecting-first audiences
We concentrated spend on reaching new students — which also delivered the most efficient cost per lead — rather than retargeting an audience that renews each year.
Share of creative investment by format.
A WIDER AUTUMN PROGRAMME
The fair was the flagship, but it never worked alone. A portfolio of tightly-targeted supporting campaigns ran alongside it — each aimed at a different audience and a different stage of the journey.
Curated Events
Vacation Schemes
You’re in Good Company
Non-Law
The always-on engine
IN THE CLIENT'S WORDS
Paul Harris — Co-Founder, AllAboutLaw
