western union: this is multicultural engagement in a purpose-driven brand, presented by karen...
TRANSCRIPT
MEM
BER MEETIN
G 40
SO
CIALMEDIA.ORG
Western Union Karen O’Brien
This is multicultural engagement in a purpose-driven brandLearn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 40Los Angeles7-26-2016
MULTICULTURALENGAGEMENT IN APURPOSE DRIVENBRAND
Karen O’BrienVP of Global Social Media@bondjanebond
Our customers are on the move:we’re reaching them where they are
Our millennial customers are shaping ourmessaging and marketing approach
Millennials Have Specific Attitudes And See Themselves as ‘Global Citizens’
WUCONNECT
ENGAGE INFORM ENTERTAIN
AWARE INSPIRECONNECT
VISUAL CURATION
11 Platforms, each has a strategic purposeand unique opportunities for social
Engage emotionally aroundconsumer passion points andsocial responsibility that alsonurture brand advocacy.
Showcase WU’s productsand services in ways thatallow consumers toengage with us
Drive Social Direct ResponseCTA’s: click-through, mobile-appdownload, participation, registration,transact, etc.
Social Media drives marketing at multiplelevels, but above all – its integrated
FEEL: our social content engages emotionallywith the consumer to build brand advocacy
THINK: showcases consumer products andservices in a highly engaging way
ACT: drive social advertising CTA’s
MULTICULTURALSOCIALCOMMUNITIES
WULatinos365kFollowers
SpanishEnglishSpanglish
WUIndie348kFollowers
WUPinoy637kFollowers
English,TagalogTaglish
#PinoyPride
Agree Disagree
“When was the last time you saw acarabao, the national animal of thePhilippines?” #PinoyPride
UGC: 1 post of a Filipino cow, 4k comments
Deep cultural insights = engaging campaigns
GLOBALCAMPAIGNSTHAT MAKE ADIFFERENCE
The Chain of Betters: demonstrates themovement of money and what it can do
The campaign has had a large impact on top of the funnel brand metrics:brand consideration, purchase intent, brand preference, brand image
128 millionviews
193,000site visits
2,568entries
14betters
21 awardwinners
96% +sentiment
8%Engage rate
From 39countries
#2 AdAge ViralVideo Chart
#30daysofbettercampaign during Ramadan
Global Ramadan campaign across > 16 countries: driving brand and transactions
The diversity and global reach of ourbrand enables us to make a difference
#withrefugees
Fundraising Volunteering Advocacy Thought Leadership
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
MEM
BER MEETIN
G 40
SO
CIALMEDIA.ORG
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 40Los Angeles7-26-2016