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MEM
BER MEETIN
G
40
SOC
IALMEDIA.
ORG
Western Union
Karen O’Brien
This is multicultural engagement in a
purpose-driven bra...
MULTICULTURAL
ENGAGEMENT IN A
PURPOSE DRIVEN
BRAND
Karen O’Brien
VP of Global Social Media
@bondjanebond
Our customers are on the move:
we’re reaching them where they are
Our millennial customers are shaping our
messaging and marketing approach
Millennials Have Specific Attitudes And See Them...
WUCONNECT
ENGAGE INFORM ENTERTAIN
AWARE INSPIRECONNECT
VISUAL CURATION
11 Platforms, each has a strategic purpose
and uniq...
 Engage emotionally around
consumer passion points and
social responsibility that also
nurture brand advocacy.
 Showcase...
FEEL: our social content engages emotionally
with the consumer to build brand advocacy
THINK: showcases consumer products and
services in a highly engaging way
ACT: drive social advertising CTA’s
MULTICULTURAL
SOCIAL
COMMUNITIES
WULatinos
365k
Followers
Spanish
English
Spanglish
WUIndie
348k
Followers
WUPinoy
637k
Followers
English,
Tagalog
Taglish
#PinoyPride
Agree Disagree
“When was the last time you saw a
carabao, the national animal of the
Philippines?” #PinoyPride
UGC: 1 post...
Deep cultural insights = engaging campaigns
GLOBAL
CAMPAIGNS
THAT MAKE A
DIFFERENCE
The Chain of Betters: demonstrates the
movement of money and what it can do
The campaign has had a large impact on top of ...
128 million
views
193,000
site visits
2,568
entries
14
betters
21 award
winners
96% +
sentiment
8%
Engage rate
From 39
cou...
#30daysofbetter
campaign during Ramadan
Global Ramadan campaign across > 16 countries: driving brand and transactions
The diversity and global reach of our
brand enables us to make a difference
#withrefugees
Fundraising Volunteering Advocacy Thought Leadership
Karen O’Brien
VP of Global Social
karen.obrien@wu.com
@bondjanebond
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings
MEM
BER MEETIN
G
40
SOC
IALMEDIA.
ORG
Learn mo...
Western Union: This is multicultural engagement in a purpose-driven brand, presented by Karen O'Brien
Western Union: This is multicultural engagement in a purpose-driven brand, presented by Karen O'Brien
Western Union: This is multicultural engagement in a purpose-driven brand, presented by Karen O'Brien
Western Union: This is multicultural engagement in a purpose-driven brand, presented by Karen O'Brien
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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. 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. 2. MULTICULTURAL ENGAGEMENT IN A PURPOSE DRIVEN BRAND Karen O’Brien VP of Global Social Media @bondjanebond
  3. 3. Our customers are on the move: we’re reaching them where they are
  4. 4. Our millennial customers are shaping our messaging and marketing approach Millennials Have Specific Attitudes And See Themselves as ‘Global Citizens’
  5. 5. WUCONNECT ENGAGE INFORM ENTERTAIN AWARE INSPIRECONNECT VISUAL CURATION 11 Platforms, each has a strategic purpose and unique opportunities for social
  6. 6.  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
  7. 7. FEEL: our social content engages emotionally with the consumer to build brand advocacy
  8. 8. THINK: showcases consumer products and services in a highly engaging way
  9. 9. ACT: drive social advertising CTA’s
  10. 10. MULTICULTURAL SOCIAL COMMUNITIES
  11. 11. WULatinos 365k Followers Spanish English Spanglish
  12. 12. WUIndie 348k Followers
  13. 13. WUPinoy 637k Followers English, Tagalog Taglish #PinoyPride
  14. 14. 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
  15. 15. Deep cultural insights = engaging campaigns
  16. 16. GLOBAL CAMPAIGNS THAT MAKE A DIFFERENCE
  17. 17. 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
  18. 18. 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
  19. 19. #30daysofbetter campaign during Ramadan Global Ramadan campaign across > 16 countries: driving brand and transactions
  20. 20. The diversity and global reach of our brand enables us to make a difference
  21. 21. #withrefugees Fundraising Volunteering Advocacy Thought Leadership
  22. 22. Karen O’Brien VP of Global Social karen.obrien@wu.com @bondjanebond
  23. 23. 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

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