- Nidhi Gupta presented a content strategy for Western Union's "American Dream" campaign focused on generating demand and driving engagement through different types of branded content. - The content strategy included videos, social media posts, articles and partnerships to position Western Union as supporting the American Dream and connect emotionally with customers. - Testing of campaign videos found they improved perceptions of Western Union, motivated people to enter the sweepstakes, and in some cases increased the likelihood people would send money through Western Union.

1. - Nidhi Gupta, Western Union Digital

2. 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 opportunities
Search Inspired
Content
(inbound)
Brand Inspired
Content
(outbound)
The power of content
Generate and capture demand

3. 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

4. Examples of “content-based” communication
Blog postings,
whitepapers or
website articles
Website tools like polls,
calculators or maps
Social platform postings
and content like photos,
videos, polls or branded
emojis
Non-transactional
branded apps
Branded entertainment
like long-form video,
games or custom
music playlists
Influencer outreach
and “crowd-sourced”
content development
Educational-based
eCRM programs
or webinars
Custom partnerships
with media properties
that go beyond
advertising
Brand created events,
contests, community
programs
Broadly speaking, “content” can be defined as any type of communication that
wouldn’t be considered traditional advertising or sponsorship
What is content?

5. The power of the American Dream
#WUAmericanDream

6. 6
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

7. 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) Content
• Create an emotional connect with the customer
• Position Western Union at the forefront of American optimism
and the celebration of diversity
• Generate Digital Channel awareness
• Aspire for and work towards
the American Dream
• Send money to loved ones for
tuition, to buy a home, pay for
living expenses, medical bills,
etc.
• Support in their journey
towards the American Dream
• Fast, convenient and reliable
way to transfer money online
for family support or special
occasions such as Mother’s
Day, Thanksgiving, Back to
School
#WUAmericanDream

8. © 2015 The Quirk Creative - Confidential. All right reserved.
8

9. 9
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.
#WUAmericanDream
https://www.youtube.com/watch?v=sIUDyrJW77w

10. 10
Anchor Video: Testing Results
47%
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

11. 11
Winner Marketing Video: Showcasing our Winners
WHAT
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.
#WUAmericanDream
https://www.youtube.com/watch?v=ylZxHE0H6bE

12. 12
Winner Marketing Video: Testing Results
• Strong 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 ¾ 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
12

13. 13
“We Are You” Video
WHAT
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, we’re establishing
an authentic human connection with our
customer base.
Encouraging our
audience to submit
their American Dream
stories—visual and
video
#WUAmericanDream
https://www.youtube.com/watch?

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

15. 15#WUAmericanDream

16. 16
Earned media
#WUAmericanDream

17. 17
Paid media
#WUAmericanDream
Search sitelink:
• CPCs 22% lower than average
• Sitelink CTR was 2% higher than overall
average
• CPA 27% lower than overall average
• CVR 4.42% higher than account average
Display:
• Banners outperformed industry
CTR averages
• “Tuition” prize message
performed well, indicating
promising movement among
millenials

18. Landing page:
•Conversion to Acquisition: 2x the average
•Conversion to Purchase: 350% higher
Owned media
#WUAmericanDream

19. 19
POE social/video
#WUAmericanDream
Social – mostly organic:
• Produced direct click-through conversions, higher than any
previous westernunion.com campaigns
• Total Facebook Reach: 2,685,735
• Total Facebook Impressions: 3,412,782
• Sentiment: 89% positive/neutral
Video:
• 2M views across FB and YT
• American Dream Videos had a 13% higher avg. % viewed
than the YTD average for the channel
• American Dream Avg. Views per video was 137% higher
than the YTD average for the channel
• 20,339 total watch time hours
• Two of the videos had 98% avg. % viewed

20. 20
What our social followers are saying
#WUAmericanDream

21. 21
What the winners are saying
#WUAmericanDream
This 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 company
“
”
This will help me to
get out of my financial
bind being a single
mother.
“
”

22. 22
What the winners are saying
#WUAmericanDream
It is much needed at this time.
“
”
I plan on going to visit
my family in Mexico“ ”

23. @simplynidhi
@westernunion
linkedin.com/in/nidhigupta
Thank you!