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"Reaching Consumers When & Where Receptive"

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  • 1. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. June 24, 2014 Reaching Consumers When and Where Receptive
  • 2. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Results Experiential Works Charmin Big Bang Category growth to 107 114 Volume Growth Incremental $200MM NOS
  • 3. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Evolution
  • 4. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. The Gift of Money Western Union is an ideal way to send the gift of money. It gives the power to celebrate your loved ones no matter the occasion or the distance. Source: CommuniSpace consumer quotes Western Union is reliable and I know it will get there
  • 5. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Q2 DMT – Rio Creative Samples Game Changer Messaging – fortify key strengths based on PSB research Timing: Mar 31 – May 18 Contact Plan: - Cable & Local TV - Local Radio - Digital (online, mobile, Social, FB) - D2C/CRM - Retail POS TV Spot
  • 6. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. DMT Transaction Performance WU Finance data, actuals thru April, May estimated
  • 7. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Brand Metric Significantly Stronger Post Campaign Among those who recall seeing the Rio2 campaign, brand metrics and attributes are significantly stronger
  • 8. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Key attributes used in messaging increased across the board Brand Metric Significantly Stronger Post Campaign
  • 9. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. TV Partners Stunt/Event Partners Local Radio Partners Digital Partners Outdoor Q2 DMT Campaign Snapshot ($5 for $50) Air Dates: March 31 – May 18, 2014
  • 10. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Mobile is Bridging the Digital & Physical Worlds And Provides Unprecedented Reach & Scale to the Marketing Mix greatest growth opportunityThree swing audiences 0.84% CTR 1.20% CTR swing targets 55% of market Loyalists 16% Persuadable Non-Retail 39% Price Sensitive 23% Retail Switchers 22% 1.15% CTR .91% CTR 4.72% CTR – A Top Performing Segment
  • 11. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Location Matters Like Never Before 94% Look for local info on their phones 84% Take action as a result – call or get directions. Mobile surpasses desktop New visits surpass return visits
  • 12. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Q2 Digital/Mobile – National DMT 3/17/2014 – 5/17/2014 Total Impressions to date (through 4/27): 35,421,358 Video Completion Rates: Performance is 46.6% above benchmark Mobile Display: Performance is 89.7% above benchmark Top Performing: Pinsight mobile video interstitial Dates: 3/17/2014 – 4/27/2014 Impressions: 3,803,756 Performance is 800% above the benchmark
  • 13. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Q2 Digital – Hispanic 3/17/2014 – 5/11/2014 Total Impressions to date: 25,655,283 Video Completion Rates: Performance is 20% above benchmark Mobile Display: Performance is 370% above benchmark Top Performing: Millennial Media Dates: 3/17/2014 – 4/27/2014 Impressions: 998,389 Performance is 267% above benchmark
  • 14. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Q2 Digital – MT Agent Plans (Safeway, Publix, MoneyMart) 4/22- 5/11 Total Impressions to date: 8,679,800 Mobile Display: Performance 65% above benchmark! Top performing placement/creative: Think Near for Publix Top Performing: ThinkNear Publix Dates: 3/17/2014 – 4/27/2014 Impressions: 1,160,152 Performance is 26% above benchmark
  • 15. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Q2 Digital – In Country Investment (CA, DR, COL, ECU MT) 4/16/2014 – 5/11/2014 Total Impressions to date: 18,511,270 Desktop: Performance 80% above benchmark Mobile Display: Performance 315% above benchmark Top Performing: Twelvefold for Dominican Rep. 4/16/2014 – 4/27/2014 Impressions: 1,897,515 Performance is 104% above benchmark
  • 16. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Impressions: 15,694,402 CTR: .97% Avg. 34% (Centro & 12fold) Impressions: 3,523,180 CTR: 1.34% Impressions: 21,720,829 CTR: .61% Avg. .34% (Centro & 12fold) Impressions: 5,678,450 CTR: 1.16% Avg. .85% (Twelvefold) AIRPAK Target: NY, LA, HOU, DC Colombia Target: National Dominican Republic Target: NY, Miami Ecuador Target: National Corridor Specific Digital Media Campaigns Have Exceeded Benchmarks Impressions: 15,605,011 CTR: .83% Avg. .34% (Centro & 12fold)
  • 17. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Match 3 Blue Instant Win & Sweepstakes Sweeps dates: 3/26/2014 - 5/17/2014 395,000 = Total New Visits 62% of Traffic Resulted in a My WU Registration 55 Seconds = Average Site Engagement
  • 18. Western Union Confidential | ©2013 Western Union Holdings, Inc. All Rights Reserved. Level 1 Level 2 Level 3 Rio2 Mobile Game Challenge Agent Locations Bill Pay Money Transfer Digital media promotion for wu.com/rio2: April 14 – May 19th. 25,000,000 = Impressions 39% = Click Rate 4 Minutes and 43 Seconds = Average Site Engagement