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Case 08 · Sales and action
64,270 link clicks, and a click-through rate that more than doubled across 2025
- Client
- Money Transfer Company
- Campaign
- Mobile app and remittances
- Market
- Trinidad and Tobago
- Period
- 2025
- Channels
- Meta (Facebook and Instagram)
The brief
What the campaign had to do
- Goal
- Awareness and traffic for the money transfer app and outbound remittances
- Campaigns
- The app at Carnival, outbound remittances, a weekly app promotion with a retail agent, and app awareness and acquisition
- Market
- Trinidad and Tobago
- Channel
- Meta (Facebook and Instagram)
- Period
- Campaigns ending March to August 2025
- My role
- Paid media strategy and execution
The results
What it delivered
Click-through climbed through the year
Link click-through rate of each traffic ad set, in the order the campaigns ended.
| Campaign | Ended | Optimized for | Results |
|---|---|---|---|
| The app at Carnival | March 2025 | Link clicks | 33,245 link clicks at 0.61%, frequency 17.2 |
| Outbound remittances | May 2025 | Link clicks, reach and video plays | 20,904 link clicks at 1.29%; 464,366 people reached; 132,246 two-second plays |
| Weekly app promotion with a retail agent | July 2025 | Reach | 188,033 people reached |
| App awareness and acquisition | August 2025 | Link clicks and post engagement | 9,772 link clicks at 1.41%; 196,961 post engagements |
Learnings
What the numbers show
Carnival for volume
The Carnival campaign drew the most link clicks, 33,245, at a 0.61% click-through rate and a frequency of 17.2.
Lower frequency, better click-through
The remittance and acquisition traffic ad sets ran at frequencies of 6.0 and 4.5, and clicked through at 1.29% and 1.41%, more than twice the Carnival rate.
Engagement and video in their own ad sets
Ad sets optimized for engagement and video added 196,961 post engagements and 132,246 two-second plays alongside the traffic.
Figures come from the campaign's own reporting: Meta Ads Manager campaign export, 2025. Budgets and amounts spent are not shown. My role: paid media strategy and execution.
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