Keynote: The American Dream

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  • - Nidhi Gupta, Western Union Digital

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  • What you know about the customer (insight)What the customer is looking for (need)

    What your brand wants to stand for (positioning)Guides the content strategy to drive full-funnel engagement opportunitiesSearch Inspired Content(inbound) Brand InspiredContent(outbound)

    The power of content

    Generate and capture demand

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  • User engagement with content feeds the platform with primed addressable profiles

    Branded, and co-branded content-based communication and partnerships can be a powerful tool that compliments advertising in driving awareness, consideration and reappraisal of the brand

    Paid content amplification and partnerships help to defend against media landscape challenges such as viewability and adblocking

    Content is a main ingredient to the grow non-brand keyword channel up the funnel

    Content provides a communication foundation to pull audiences through the funnel into intent and purchase

    WU.com based content provides dynamic variables to feed the display-based remarketing program

    Content funnel

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  • Broadly speaking, content can be defined as any type of communication that wouldnt be considered traditional advertising or sponsorship

    What is content?

    Examples of content-based communicationBlog postings,whitepapers or website articlesWebsite tools like polls, calculators or mapsSocial platform postings and content like photos, videos, polls or brandedemojis Non-transactionalbranded appsBranded entertainment like long-form video, games or custom music playlistsInfluencer outreach and crowd-sourced content developmentEducational-based eCRM programs or webinarsCustom partnerships with media properties that go beyond advertisingBrand created events, contests, community programs

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  • The power of the American Dream#WUAmericanDream

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  • *Year round sweepstakes with $182,500 in prizes to help customers achieve a piece of the American Dream. Prizes include down payment for a home, a car, college tuition, and 45 other cash prizes.Win the American Dream!#WUAmericanDream

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  • What you know about the customer(insight)What the customer is looking for (need)

    What your brand wants to stand for (positioning)

    The Power of (American Dream) ContentCreate an emotional connect with the customerPosition Western Union at the forefront of American optimism and the celebration of diversityGenerate Digital Channel awareness

    Aspire for and work towards the American DreamSend money to loved ones for tuition, to buy a home, pay for living expenses, medical bills, etc.

    Support in their journey towards the American DreamFast, convenient and reliable way to transfer money online for family support or special occasions such as Mothers Day, Thanksgiving, Back to School

    #WUAmericanDream

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    2015 The Quirk Creative - Confidential. All right reserved.

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  • *Anchor Video: Does the American Dream still exist?WHAT

    We travelled 13,000 miles in 7 days to find out if the American Dream still exists, interviewing Americans from all walks of life along the way.

    WHY

    We found resounding optimism that the American Dream is very much alive; by showcasing that inspiring response, we position Western Union at the forefront of that optimistic revival, all the while connecting with our diverse user base. #WUAmericanDreamhttps://www.youtube.com/watch?v=sIUDyrJW77w

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  • *Anchor Video: Testing Results47%

    Feel differently about Western Union after seeing the video

    52%

    Are very likely to share the video with their network

    55%

    Are very likely to look up the American Dream Sweepstakes after seeing the video

    72%

    Like the video

    40%

    Likely to send money with WU after seeing the video#WUAmericanDream

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  • *Winner Marketing Video: Showcasing our WinnersWHAT

    1 minute video profiling three contest winners and how the prize money is helping them achieve the American Dream.

    WHY

    The American Dream Sweepstakes is an opportunity for us to exemplify Moving Money for Better. By profiling winners of the American Dream Sweepstakes, we actually get to see the change that the prize money is influencing.#WUAmericanDreamhttps://www.youtube.com/watch?v=ylZxHE0H6bE

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  • *Winner Marketing Video: Testing ResultsStrong performing ad, achieving 4* (in the top 15% of our norms database).

    This ad makes consumers feel that Western Union is caring, positive and always looking for ways to make customers life's easier.

    Almost have a better opinion of WU from seeing the ad and see WU as different to other money transfer companies.

    Over half of consumers state that they are likely to act after seeing the ad.

    #WUAmericanDream*

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  • *We Are You VideoWHAT

    2 minute video showcasing the American Dream Stories of Western Union employees and executives.

    WHY

    Western Union understands its customers better than anyone. By shedding light on WU employees' personal stories, were establishing an authentic human connection with our customer base. Encouraging our audience to submit their American Dream storiesvisual and video#WUAmericanDreamhttps://www.youtube.com/watch?v=IFUVKreoIFg

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  • Content pages were created to support the American Dream sweepstakes and main landing page

    Content pages

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  • *#WUAmericanDream

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  • *Earned media#WUAmericanDream

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  • *Paid media#WUAmericanDream

    Search sitelink:CPCs 22% lower than averageSitelink CTR was 2% higher than overall averageCPA 27% lower than overall averageCVR 4.42% higher than account average

    Display:Banners outperformed industry CTR averagesTuition prize message performed well, indicating promising movement among millenials

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  • Landing page:Conversion to Acquisition: 2x the averageConversion to Purchase: 350% higher

    Owned media#WUAmericanDream

  • *POE social/video#WUAmericanDreamSocial mostly organic:Produced direct click-through conversions, higher than any previous westernunion.com campaignsTotal Facebook Reach: 2,685,735 Total Facebook Impressions: 3,412,782 Sentiment: 89% positive/neutral

    Video:2M views across FB and YTAmerican Dream Videos had a 13% higher avg. % viewed than the YTD average for the channelAmerican Dream Avg. Views per video was 137% higher than the YTD average for the channel 20,339 total watch time hoursTwo of the videos had 98% avg. % viewed

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  • *What our social followers are saying#WUAmericanDream

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  • *What the winners are saying#WUAmericanDreamThis will help me get closer to living my American Dream because with my degree I will have the knowledge that will allow me to be so much closer in starting my companyThis will help me to get out of my financial bind being a single mother.

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  • *What the winners are saying#WUAmericanDreamIt is much needed at this time. I plan on going to visit my family in Mexico

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  • Thank you!

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