Case study · M&S Te Presta · September 2025 to July 2026
One video campaign that cut the cost per conversation in half
The same Instagram-to-WhatsApp video campaign, measured every month from September 2025 to July 2026: 2,318 conversations, with the cost per conversation going from ₡215 to ₡108.
Pawn shop in Costa Rica: loans and buying and selling of goods.
Results
- 2.318WhatsApp conversations
A single video campaign, September 2025 to July 2026, at ₡171 on average.
- ₡108per conversation
June 2026: 279 conversations with ₡30,117. In October 2025 it cost ₡215.
- 321conversations in one month
July 2026, with ₡61,115 invested.
- 20 %cheaper with the promotional video
November 2025: ₡203 per conversation with the promotional video versus ₡254 with the model video.
The challenge
Getting WhatsApp conversations with people interested in pawning, selling or buying goods, at a predictable cost month after month.
What we did
- We produced the videos, made for Instagram, with a direct call to message on WhatsApp.
- Two video versions running in parallel (promotional and with a model) to compare which performs better.
- One steady campaign, with the cost per conversation measured every month.
What we learned
With similar budgets (₡26,657 and ₡24,895), the promotional video brought 131 conversations and the model video 98. By keeping the campaign running and measuring it every month, the cost per conversation dropped from ₡215 in October 2025 to ₡158 in March and ₡108 in June 2026, with around ₡30,000 invested per month.
Data source: Meta Ads data taken directly from the ad account (Meta API), retrieved on October 8, 2026. The video comparison comes from the November 2025 monthly report. “Conversation” = messaging conversation started, as reported by Meta.
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