An ambitious challenge
How can a 166-year-old, Fortune 500 retail heavy brand, become relevant again for a mobile-focused and digital first millennial audience? Western Union leveraged its unique position as a truly global brand serving over 200 countries and countless cultures and ethnicities. We built on the insights of a new generation with a global outlook, united by a belief in a world of collaboration, unrestricted by geographical borders. After months of research, we identified 13 purpose driven micro-influencers from across the globe who share Western Union’s belief in equality, diversity, and a borderless world.
#LiveMore #ShareMore
The result was the #LiveMore #ShareMore campaign. During 3 months, we launched 40 chapters of influencer branded storytelling videos surrounded by more than 120 pieces of content that landed on Western Union’s owned social pages as well as on the influencer’s social media channels.
Weekly Episodes
Every week we launched 3 episodes announced by a preview every Sunday, giving our audience a heads up what to expect on Western Union’s Facebook and Instagram handle.
In order to allow our audience to watch all episodes and follow our influencers journeys, we created a responsive video-heavy experience on Western Union’s blog that hosts all videos and background info as well as an interactive map that features all influencer content and behind the scenes material.
Mobile First
As 98% of Western Union’s audience consumes Social Media on a mobile device we optimised the creatives to grab maximum attention on their newsfeeds by 9:16 and 4:5 creatives.
Responsive Experience
In order to allow our audience to watch all episodes and follow our influencers journeys, we created a responsive video-heavy experience on Western Union’s blog that hosts all videos and background info as well as an interactive map that features all influencer content and behind the scenes material.
The Results
The results were astonishing. Over the first 3 months the campaign, #LiveMore #ShareMore generated a global reach of over 132 million, sparked 42 Million video views, which grew Western Union’s already industry leading social engagement by another 65%! All this while inspiring a new generation of customers to #LiveMore #ShareMore through moving money for better.
