Turnkey Influencer Marketing: Tap Tap Send Case Study in the Competitive Money Transfer Market
Overview
Tap Tap Send is an international app for fast and easy money transfers. It lets users send funds from the UK, EU, US, UAE, Canada, and Australia to countries in Africa, Asia, the Caribbean, and Latin America straight from their phone. The product is designed for migrants and expats who regularly send money back home to their families, addressing a real, everyday need for millions of users.
Services provided
Challenge
The money transfer market where Tap Tap Send operates is highly competitive and growing quickly. Both fintech companies and traditional banks are active players, with banks adopting new technologies to retain their customers.
Vietnamese and Filipino diasporas abroad send money home regularly, but when choosing a service, they rely heavily on trust and word-of-mouth within their communities. Tap Tap Send had a convenient product, but low brand awareness and audience skepticism slowed growth. Traditional advertising wasn’t as effective as personal recommendations and influencer-driven content.
Purpose
Attract users from the Vietnamese and Filipino diasporas living in the US and Europe.
Our objective
Launch an influencer marketing campaign targeting Vietnamese and Filipino diasporas.
What We Did
Studied the product and selected influencers
We took a deep dive into the Tap Tap Send product and the client brief, then analyzed competitors and their influencer campaigns to understand which formats and messages perform best in the money transfer market. This helped us identify Tap Tap Send’s strengths and shape the overall strategy.
Influencer selection became the most critical and challenging stage of the project. The client needed creators from the Vietnamese and Filipino diasporas who permanently live in the US and European countries. On the surface, both the bloggers and their audiences had to appear US- or Europe-based, while in reality being expats from Vietnam or the Philippines.
We built a multi-step selection process that accounted for both the client’s business requirements and product constraints. To find the right influencers, we contacted each candidate directly to confirm their background. We then verified audience geography and quality, engagement levels, and the absence of fake activity. This approach allowed us to select influencers who genuinely belong to the target diasporas and could talk about the product naturally, based on their own experience.
Created a media plan with a posting schedule and budget for each influencer
We agreed on the terms, negotiated the cost and placement formats. We aimed for the optimal balance: choosing influencers who would naturally convey the product’s value while keeping the CPM within the target range.
Prepared content and integrations
Together with the bloggers, we developed a content plan and drafted posts. We built Tap Tap Send’s key messages into each influencer’s usual style. This made the integrations feel natural and trustworthy: simplicity, speed, and reliability of transfers.
We also made sure every post went live on time. Our team checked promo code accuracy, visuals, and brand mentions. This level of control helped maintain a consistent communication standard and avoid mistakes.
Collected results and recommendations
Once the campaign wrapped up, we gathered the final metrics for each influencer: views, ER, and CPM. We compared the actual results with the planned figures and highlighted the most effective partners.
The final report included not only numbers but also recommendations: shifting more budget toward influencers with high engagement and low CPM, testing new formats, and scaling the approach to other GEOs such as Africa and Latin America.
Results
- Total campaign reach exceeded 205,000 views.
- Average engagement rate reached 5.09%, above the fintech industry benchmark.
- The best results came from influencers with low CPM and a natural connection to their audience.
- Built a pool of trusted KOLs for long-term collaboration.
- Developed recommendations for reallocating budget and expanding the campaign to new regions.
What this delivered for the client
The client tested entry into diaspora markets through influencer marketing and confirmed the channel’s relevance for acquiring users who make money transfers. The campaign built a pool of vetted influencers from the target diasporas and laid the groundwork for repeatable and scalable launches.
Ninja became an extension of the Tap Tap Send team and handled the full influencer marketing cycle: from strategy and influencer selection to content preparation, campaign launch, and analytics. The subscription model enabled a quick launch within days without hiring specialists familiar with diaspora communities, and allowed for agile adaptation to each region. This made it possible to test the channel with a controlled budget and lay the groundwork for scaling to new geographies.
The project team
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