Western Union, the undisputed champion of money movement, orchestrates a staggering 30 transactions every single second, spanning the digital realm, their slick app, and a whopping 500,000 global hubs. But, let’s face it, even titans face their fair share of challengers. Western Union had been shedding market share to those nimble dotcom startups and, well, a bit of neglect.

Here’s the revelation: Imagine being a recent immigrant in the vast U.S., setting roots in a new land without the warm embrace of family or friends nearby. Thousands of miles away from your loved ones, sending money isn’t just a financial transaction; it’s a gesture of love, kindness, and a lifeline to staying connected.

Our strategy was to shine a bright spotlight on the incredible reach of our network, making sure our consumers could connect emotionally with their far-off loved ones. Transferring money wasn’t just about dollars; it was about being an integral part of their lives, no matter the distance.

Our approach had to be as diverse as the cultures we touched, including Mexican, Filipino, and Pakistani to Nigerian, Indian, and Chinese — to name a few. We allowed room for the rich tapestry of nuances to weave their magic, and we hit the bullseye by delivering tailored creative via hyper-targeted media plans, ensuring the right message reached the right audience.

The payoff? It speaks volumes: a phenomenal three-year streak of more than 5% year-over-year growth. Western Union’s annual revenue leaped up by a cool 4% in each of those same three glorious years. And during promotional windows, we notched up a whopping +12% in transaction volumes. In the digital world, consumer engagement soared, elevating Western Union’s communication game to the next level. This is how you keep the money love flowing.

The takeaway: even legacy giants can reignite growth when they reconnect with the emotion behind their brand’s purpose—and use data, culture, and creativity to scale it globally.