All case studies

Case study · Taptap Send

Three years growing a money-transfer app with Nigerians abroad

Since July 2023 we have run the app’s Nigerian marketing: social media, ads on five platforms, creators, ad production with well-known actors, design and newsletters. We also ran its agency selections. Its Instagram more than tripled to over 30,000 followers, and its TikTok grew from under 600 to over 15,000 in 2025.

Talk to us
  • Taptap SendA money-transfer app for Nigerians abroad
  • 2023 to todayWhen
  • Grow, AdvisoryServices

9,000 → 30,000+Instagram followers, mid-2023 to March 2026

Jul 2023Mar 202630,796

The situation

The app lets Nigerians in the UK, US, Canada, Europe and the Gulf send money home. The people it needs live abroad, but they follow Nigerian culture online.

Ad platforms put extra rules on money-transfer ads. Early on, installs could only be tracked on Android. And the client judged everything on one question: did a new customer make a first transfer?

What we did

Advisory

Choose agencies and steer the plan

Good choices about agencies, countries and spending decide where the marketing money goes.

  • Ran two agency selections in 2025, for creator agencies and for a December event campaign. Each had a written brief, scoring against the client’s criteria, pitch meetings and decline letters.
  • Compared four event-agency pitches side by side and asked each for a cost per new customer.
  • Ranked sending countries by results and moved ad money to the ones that worked.
  • Wrote a strategy note every quarter and changed course when the numbers moved.
  • Put every promotion through the client’s legal review before it went live.

Grow

Run the social media

Nigerians abroad decide whom to trust with their money partly by what they see on their feeds.

  • Ran Instagram, TikTok, Facebook and X for the brand in Nigeria.
  • Planned five feed posts and seven stories a week in 2026, built around Nigerian holidays and family moments.
  • Ran comment challenges, puzzles and giveaways that cost little and pulled in followers.
  • Reported results every week, month, quarter and year.

Grow

Run ads on five platforms

Ads put the app in front of people abroad who had never heard of it.

  • Ran app-install ads on Google and Meta, plus ads on X, LinkedIn and YouTube, from July 2023.
  • Linked the campaigns to the client’s install-tracking tool and followed results through to first transfers.
  • Tested sending countries one by one and kept those with the lowest cost per install.
  • Turned the best creator videos into ads, which lifted results on Meta.

Grow

Find, check and manage creators

A familiar Nigerian face recommending the app convinces people more than an ad does.

  • Grew the creator programme from 7 creators in 2023 to 49 in early 2026, working directly and through four agencies.
  • Checked where each creator’s audience lives before signing, and dropped creators whose followers were almost all at home.
  • Scored draft videos for story and quality, and reviewed scripts before anything was posted.
  • Gave each creator a promo code and moved pay towards results.
  • Tracked every creator’s new senders each month and renewed the ones that delivered.

Grow

Produce the ads, end to end

An ad shoot with well-known actors has many moving parts. One team owning the script, the people, the shoot and the edit keeps it on brief and on time.

  • Managed creators at every level, from new micro creators to A-list celebrities and legacy Nollywood actors.
  • Wrote the ad scripts and ran each production from start to finish, on video and photography.
  • Arranged hotels, accommodation, transport, meals and logistics for the stars and the crew.
  • Supervised every shoot on set.
  • Keep the brand’s media bank and turn the footage into graphics, cut-down videos and ads.
  • Make extra ad videos with AI video tools from the brand’s own material.

Grow

Make the creative and the newsletters

Steady, local creative keeps the brand familiar between campaigns.

  • Completed about 90 logged design and video requests through a shared request sheet.
  • Made ad sets for four platforms, campaign posters, print flyers and event screens.
  • Wrote and built 13 monthly email newsletters.

Grow

Measure what matters

The client pays for new customers, not likes.

  • Tracked clicks, installs, first transfers and new senders by promo code, every month.
  • Found that text-message sign-up codes were not reaching phones abroad, and proposed WhatsApp and email codes instead.
  • Showed that pulling ads back made reach drop straight away. That shaped the next year’s plan.

Results

  • Instagram more than tripled, from about 9,000 followers in mid-2023 to over 30,000 in March 2026.
  • TikTok grew from under 600 followers to over 15,000 in 2025.
  • Ads drew about 130,000 clicks in ten months, and 22 million impressions on X in five months.
  • Creator promo codes brought in over 9,500 first-time senders between February and December 2025.
  • In our first five months, seven creators drew over a million video views.
  • A speed-themed creator challenge passed 1.5 million views and trended twice on X.
  • A Father’s Day comment challenge drew 1,749 entries and almost 3,000 new Instagram followers in three days, with no ad spend.
  • Facebook posts reached 15 million people in 2025.
  • At a Lagos concert we found why visitors from abroad could not sign up, and showed the client the fix.

More case studies

See all case studies

Want the same for your business?

Tell us what you run today and what needs to change. You get a clear next step and a fixed price before we start.

Talk to us
Or WhatsApp us

Monday to Friday, 9am to 6pm. We reply within one business day.