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Case 11 · Attention
29.0M impressions from 40 campaigns, and the brand in the feed 26 of 27 months
- Client
- Spirits Brand
- Campaign
- Always-on social and Carnival
- Market
- Trinidad and Tobago
- Period
- May 2023–July 2025
- Channels
- Meta (Facebook and Instagram)
The brief
What the campaign had to do
- Goal
- Keep the brand visible all year on Facebook and Instagram, with bigger pushes for Carnival, TV spots and new products
- Audience
- Adults 18+ in Trinidad and Tobago
- Channel
- Meta (Facebook and Instagram)
- Market
- Trinidad and Tobago
- Period
- May 2023–July 2025
- Content
- Monthly content calendars, TV spots, mystery shopper videos, Carnival videos, supermarket promotions, a new serve and a music event series
- My role
- Paid media strategy and execution
The results
What it delivered
Always-on · May 2023–July 2025
Video and Carnival
Traffic campaign · 2023
Clicks came from the campaign built for them
Link click-through rate. Reach-optimized monthly posts ran from 0.00% to 0.13%.
| Measure | 2024 | 2025 |
|---|---|---|
| Optimized for | Two-second video plays | ThruPlays |
| Results | 147,525 | 276,506 |
| People reached | 189,239 | 179,653 |
| Impressions | 437,926 | 894,949 |
| Frequency | 2.31 | 4.98 |
| Estimated ad recall lift, people | 20,700 | 6,430 |
The two seasons were optimized for different video results, so compare reach and impressions rather than results.
Learnings
What the numbers show
Always on, with peaks
Monthly content campaigns ran in 26 of 27 months, with Carnival, the TV spots, the mystery shopper videos and a 2024 overarching campaign layered on top.
Video earned the attention
The mystery shopper videos drew 334,791 two-second plays from 306,799 people, and Carnival 2025 drew 276,506 ThruPlays.
Clicks need their own objective
Reach-optimized monthly posts kept link click-through rates at 0.13% or below. The 2023 traffic campaign, built for clicks, reached 0.72%.
Frequency swung month to month
Monthly frequency ran from about 1 to almost 9. The highest months, like September 2023 at 8.75, are the first place to look for creative fatigue.
Figures come from the campaign's own reporting: Meta Ads Manager campaign export, May 2023 to July 2025. Budgets and amounts spent are not shown. My role: paid media strategy and execution.
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