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Case 05 · Sales and action
201,400 link clicks across six host markets, each with its own campaign
- Client
- Professional Sports
- Campaign
- Home international matches, 2025
- Markets
- Barbados, Grenada, Jamaica, St Kitts and Nevis, Trinidad and Tobago, Florida
- Period
- 2025
- Channels
- Meta (Facebook and Instagram)
The brief
What the campaign had to do
- Goal
- Traffic: link clicks from fans in each market hosting a match
- Matches
- Home matches against three touring international teams
- Markets
- Barbados, Grenada, Jamaica, St Kitts and Nevis, and Trinidad and Tobago, plus Florida in the United States
- Channel
- Meta (Facebook and Instagram)
- Period
- The traffic campaigns ended in sequence, from Barbados on June 25 to Trinidad and Tobago on August 10, 2025
- My role
- Paid media strategy and execution
The results
What it delivered
Jamaica clicked through most often
Link click-through rate of the traffic ad set in each host market.
| Market | Link clicks | Impressions | Link click-through rate | People reached | Frequency |
|---|---|---|---|---|---|
| Barbados | 48,141 | 7.00M | 0.69% | 173,415 | 40.4 |
| Grenada | 47,625 | 7.27M | 0.65% | 82,978 | 87.6 |
| Trinidad and Tobago | 36,268 | 4.61M | 0.79% | 405,757 | 11.4 |
| Jamaica | 25,772 | 2.18M | 1.18% | 384,811 | 5.7 |
| St Kitts and Nevis | 24,616 | 3.58M | 0.69% | 43,879 | 81.7 |
| Florida, United States | 18,978 | 2.75M | 0.69% | 384,341 | 7.1 |
Traffic ad sets only. Jamaica and Barbados also ran reach ad sets, which reached 427,549 and 197,483 people.
Learnings
What the numbers show
One market, one ad set
Each host market had its own traffic ad set, timed to its matches, from Barbados in June to Trinidad and Tobago in August.
Small islands, high frequency
Grenada and St Kitts and Nevis had the smallest audiences, and frequency ran past 80. Click-through still held at 0.65–0.69%, but a frequency cap or a wider audience is the first thing to test.
Jamaica clicked most
Jamaica had the highest link click-through rate, 1.18%, at a frequency under 6.
Fans beyond the islands
The matches in Florida reached 384,341 people and drew 18,978 link clicks.
Figures come from the campaign's own reporting: Meta Ads Manager campaign export, 2023 to 2025. Budgets and amounts spent are not shown. My role: paid media strategy and execution.
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