Case Study: Ontra boosts demo requests with Division of Labor

Ontra boosts demo requests 56% with Division of Labor

Ontra, a Series B tech startup providing AI-driven legal technology for the private equity market, faced the challenge of growing awareness for its complex product in a niche market. Their goal was to become a category leader by making AI legal tech legible to enterprise buyers and reaching private-equity decision makers beyond just lawyers. They partnered with the advertising agency Division of Labor to launch their first-ever brand campaign.

Division of Labor developed a campaign that reframed Ontra from an AI tool to a new operational infrastructure, using "Old Way vs New Way" messaging to tap into the audience's frustrations. The solution involved targeted outdoor advertising in New York City train stations and on the Metro North line, followed by LinkedIn ads. This campaign generated a 56% month-over-month increase in demo requests, elevated Ontra's brand awareness, and made sales conversations easier as prospects specifically cited seeing the ads.

Ontra