Case study: driving results in a fiercely competitive sector with Caxton FX

16th February 2018
by Jacqui Wallis
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"We are delighted with the service we receive from Addition+. Driving down CPA is crucial to the success of our campaigns. The continual measurement and adjustment to our programmes by Addition+ help us achieve this and stay ahead of the game in a fiercely competitive landscape."

Rupert Lee-Browne, Chief Executive, Caxton FX

Founded in 2002, Caxton FX is a leading foreign exchange and international payments provider, offering a range of currency solutions for individuals and for businesses. Caxton FX prides itself on its outstanding currency service and excellent value for money.

The client briefed Addition+ on the following goals:

  • Maximise purchases of the Caxton prepaid currency card
  • Increase spend from existing customers and grow brand awareness

The immediate challenges presented were as follows:

  1. Moving to an always-on acquisition strategy without increasing spend
  2. Building conversions within strict limits and seasonal cost spikes

In order to execute this, Addition+ responded as follows:

  1. Seasonality – accounted for seasonal CPM fluctuations, keeping within spending limits without sacrificing results
  2. Cross-Platform – optimised conversion, regardless of screen or device the customer was using
  3. App Downloads – results partly rested on app downloads – highly competitive market..
  4. Content-Driven – targeted audience via content interest in real-time, as opposed to others using historic, unverifed 3rd party data

Results

  • +28% increase in card loads
  • £6 return on display for each £1 spent
  • +30% in card revenue

The Addition+ difference

  1. Always on target using insights from programmatic market, plus the client’s own past performance, Addition+ quickly adapted to maximise conversions.
  2. Cost efficiency accurately forecast when these conversions would be achieved within the target CPA – meaning CPAs and costs could be carefully balanced.
  3. Increasing value with ongoing analysis of revenue against conversions, campaigns could be quickly optimised against user types who brought more revenue.

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