Paid Social Case Study - Starford Agency

Building Trust Before Building an Audience

Client

Industry

Channels

Do Teb

Mental Health / Psychology

Facebook · Instagram · TikTok

The Challenge

Do Teb is a modern platform for reproductive psychology — connecting people with specialists who understand one of the most emotionally complex areas of human experience. The product is genuinely valuable. Getting people to trust it quickly enough to act is a different problem entirely.

Sensitive, high-stakes topic

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Trust in online therapy still building

In Bulgaria, online therapy is modern but not yet the default. Part of the campaign’s job was normalising the format itself, not just promoting the platform.

The Strategy

The goal was never clicks. It was trust. We designed a soft funnel — awareness first, value delivery second, consultation inquiry only when the person was genuinely ready.

Trust-first funnel design

Rather than pushing straight to consultation bookings, we directed people first to free webinars and resources — lowering the barrier to entry and building credibility before asking for anything.

Empathetic creative across Facebook, Instagram & TikTok

Short videos with subtitles and a human voice, banners that talked about complex topics in plain language, and posts and stories with practical tips and webinar invitations — all with a tone that felt supportive, not promotional.

Micro-conversion approach

Each piece of content had a clear, small next step — watch this, read this, join this webinar. No big asks until trust was established. Each micro-conversion moved people closer to a consultation inquiry at their own pace.

For sensitive niches, the most important metric in the first 30 days isn’t conversions — it’s quality of engagement. People sharing content, attending webinars, and coming back for more are signals that trust is being built. Consultations follow.

The Result

In 30–40 days of activity — a short window for a trust-dependent niche — the campaigns delivered meaningful traction across the full funnel.

200+

Webinar registrations across both events

20–40

Live attendees per webinar

strong webinar ratio

First

Real consultation inquiries received

within the campaign period

Most participants reported discovering the webinar through Facebook — confirming that the platform targeting and creative were reaching the right people organically. Videos also reached non-followers, expanding the audience beyond the existing community.

When the topic is sensitive, the creative has to earn trust before it earns a click. Every piece of content we made for Do Teb was built around one question: does this make someone feel understood — or does it make them feel sold to?

Tsvetelina Tsekovska

Founder

Working in a sensitive niche?

Trust-first marketing requires a different approach. Let’s talk about how to reach the right people in the right way.

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