Western Union: This is multicultural engagement in a purpose-driven brand, presented by Karen O'Brien
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In her SocialMedia.org case study presentation, Western Union's Karen O'Brien discusses their global social media strategy and engagement tactics.
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Western Union: This is multicultural engagement in a purpose-driven brand, presented by Karen O'Brien
- 1. MEM BER MEETIN G 40 SOC IALMEDIA. ORG Western Union Karen O’Brien This is multicultural engagement in a purpose-driven brandLearn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016
- 2. MULTICULTURAL ENGAGEMENT IN A PURPOSE DRIVEN BRAND Karen O’Brien VP of Global Social Media @bondjanebond
- 5. Our customers are on the move: we’re reaching them where they are
- 6. Our millennial customers are shaping our messaging and marketing approach Millennials Have Specific Attitudes And See Themselves as ‘Global Citizens’
- 7. WUCONNECT ENGAGE INFORM ENTERTAIN AWARE INSPIRECONNECT VISUAL CURATION 11 Platforms, each has a strategic purpose and unique opportunities for social
- 8. Engage emotionally around consumer passion points and social responsibility that also nurture brand advocacy. Showcase WU’s products and services in ways that allow consumers to engage with us Drive Social Direct Response CTA’s: click-through, mobile-app download, participation, registration, transact, etc. Social Media drives marketing at multiple levels, but above all – its integrated
- 9. FEEL: our social content engages emotionally with the consumer to build brand advocacy
- 10. THINK: showcases consumer products and services in a highly engaging way
- 11. ACT: drive social advertising CTA’s
- 16. Agree Disagree “When was the last time you saw a carabao, the national animal of the Philippines?” #PinoyPride UGC: 1 post of a Filipino cow, 4k comments
- 18. Deep cultural insights = engaging campaigns
- 21. The Chain of Betters: demonstrates the movement 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
- 22. 128 million views 193,000 site visits 2,568 entries 14 betters 21 award winners 96% + sentiment 8% Engage rate From 39 countries #2 AdAge Viral Video Chart
- 23. #30daysofbetter campaign during Ramadan Global Ramadan campaign across > 16 countries: driving brand and transactions
- 24. The diversity and global reach of our brand enables us to make a difference
- 25. #withrefugees Fundraising Volunteering Advocacy Thought Leadership
- 26. Karen O’Brien VP of Global Social karen.obrien@wu.com @bondjanebond
- 27. Learn more about past and upcoming Member Meetings socialmedia.org/meetings MEM BER MEETIN G 40 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 40 Los Angeles 7-26-2016