A 4-week digital campaign built around the CeCe Winans "More Than This" concert in Kingston, Jamaica, designed to amplify brand visibility, drive app downloads, and engage new users through faith-based, lifestyle, and live-event targeting. Leveraging GK ONE's concert sponsorship, the campaign connected with gospel and inspirational audiences before, during, and after the event - creating a full-funnel engagement cycle from awareness to conversion.

Campaign Duration: July 20 - August 18, 2025

Tactics:

• Event Geo-Fencing: Targeted mobile devices within a 1 km radius of the National Arena during the concert period to engage attendees with exclusive "Tap Into More" offers.
• Interest & Contextual Targeting: Focused on gospel, lifestyle, and inspirational music content to align GK ONE with concert-related digital audiences.
• Retargeting & Post-Event Engagement: Re-engaged users exposed to the concert creatives for 2 weeks post-event to drive registrations and repeat engagement.
• Creative Messaging: The campaign evolved through three connected phases - beginning with "Win Tickets to See CeCe Winans" in the lead-up to the concert, transitioning to "Tap Into More with GK ONE" during the event, and concluding with "Tap & Donate" post-event to promote continued engagement and app utility across giving and money transfer features.

Results:
The campaign delivered 485,593 impressions, generating 3,364 clicks and 177 weighted actions, with a CTR of 0.69% and a CPC of US $0.94. Geo-fencing at the concert venue recorded 33,504 impressions and 93 clicks, confirming strong engagement with on-site attendees.

Outcome:
The campaign successfully aligned GK ONE with a culturally resonant event, bridging faith, lifestyle, and financial empowerment. Through a phased creative journey - from pre-event ticket promotions to post-event engagement - GK ONE achieved high engagement rates and efficient cost performance, reinforcing the platform's positioning as Jamaica's digital hub for sending, receiving, and donating money - all from one app.