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reverseS decline in international money transfers at WU

Services

 Audience Intelligence, Broadcast Media, Digital Media, Print Media, Social Media, Outdoor, Endemic Partnerships, Creative, Content, Production, Publicity/PR, Western Union, Case Study, Fintech, Multicultural, Ethnic Audiences

Summary

Objective

Objective

Objective

With 30 transactions a second, across online, app and 500,000 locations globally, Western Union is the undisputed leader in the money movement category. However, WU had been losing share of international transfers to dotcom start-ups and neglect.

Insight

Objective

Objective

Recent immigrants in the U.S. seek to settle into a new country  often times without the support system of family or friends.  They are thousands of miles away from family.  The act of sending money is an act of love, kindness, and staying connected.

Strategy

Strategy

Strategy

 Highlight the benefit of our wide-network, which is helping our consumers to connect emotionally with loved ones far away, by showing that transferring money back home was a great way to still be part of their lives in a meaningful way.

Approach

Strategy

Strategy

    Our approach had to be cohesive, but nimble enough to allow cultural nuance to permeate the campaign. While nuance differed drastically across markets, creative was delivered via a hyper-targeted media plan ensuring right message to right audience.  

deliverables

"Ahmed :30" (Pakistan)

"Belinda :30 (Ghana)

"Willie :30" (Philippines)

"Matali :30" (India)

"Jorge :30" (Mexico)

 Western Union CEO Hikmet Ersek delivers heartfelt end of year message to customers.  

1/5

Jamal Hashi (Ghana) testimonial used for social content

Princess Estavillo (Philippines) testimonial used for social content 

Hira Zubair (Pakistan) testimonial used for social content 

Western Union and F.C. Inter Milan partner for local community outreach program. 

Results

+5%

+4%

+4%

Lift in annual transactional growth for three consecutive years.

+4%

+4%

+4%

 Lift in annual revenue growth for three consecutive years.

+12%

High Engagement

High Engagement

Lift in transactions during promotion.

High Engagement

High Engagement

High Engagement

Impressive consumer engagement in social media that helped to perpetuate greater prioritization by WU for this communication channel

Relevant Case Studies

Western Union- Domestic

Western Union- Domestic

Western Union- Domestic

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General Motors

Western Union- Domestic

Western Union- Domestic

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U.S. Army

Western Union- Domestic

U.S. Army

Find out more
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