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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
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*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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