- Home
- Case Studies
- Confectionery Brand
Case 10 · Attention
3.2M post engagements from 90 campaigns in four markets
- Client
- Confectionery Brand
- Campaign
- Always-on social and promotions
- Markets
- Trinidad and Tobago, Jamaica, Guyana, Barbados
- Period
- 2023–2024
- Channels
- Meta (Facebook and Instagram)
The brief
What the campaign had to do
- Goal
- Keep the brand visible and talked about in four markets, with promotions and product launches on top of monthly content
- Content
- Monthly content calendars in each market, promotions in Trinidad and Tobago and Jamaica, a new bagged snack range, and new packaging for a sugared almond line
- Markets
- Trinidad and Tobago, Jamaica, Guyana and Barbados
- Channel
- Meta (Facebook and Instagram)
- Period
- Campaigns ending May 2023 to September 2024
- My role
- Paid media strategy and execution
The results
What it delivered
Always on · 90 campaigns
Promotions and launches
Promotions out-engaged the monthly calendar
Post engagements. The best monthly content calendar was Trinidad and Tobago in March 2024.
| Market | Impressions | Post engagements |
|---|---|---|
| Trinidad and Tobago | 36.4M | 1,329,587 |
| Jamaica | 11.6M | 1,004,538 |
| Guyana | 11.1M | 526,095 |
| Barbados | 3.84M | 365,023 |
Post engagements come from ad sets optimized for engagement. Other ad sets were optimized for reach or video plays.
Learnings
What the numbers show
A calendar for every market
Trinidad and Tobago, Jamaica, Guyana and Barbados each had its own monthly content calendar. The best month, Trinidad and Tobago in March 2024, drew 243,441 post engagements.
Promotions made the peaks
The 2024 promotions in Trinidad and Tobago and Jamaica each drew more post engagements than any monthly calendar: 554,852 and 423,493.
Video for what was new
The new packaging for the sugared almond line and a campaign for two snack lines were optimized for video plays, and drew 1.41M and 1.05M two-second plays.
Figures come from the campaign's own reporting: Meta Ads Manager campaign export, 2023 to 2024. Budgets and amounts spent are not shown. My role: paid media strategy and execution.
Want results like these?
In-house or on engagement, tell me the number you need to move.