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

3.
Our customers are on the move:
we’re reaching them where they are

4.
Our millennial customers are shaping our
messaging and marketing approach
Millennials Have Specific Attitudes And See Themselves as ‘Global Citizens’

5.
WUCONNECT
ENGAGE INFORM ENTERTAIN
AWARE INSPIRECONNECT
VISUAL CURATION
11 Platforms, each has a strategic purpose
and unique opportunities for social

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.
FEEL: our social content engages emotionally
with the consumer to build brand advocacy

8.
THINK: showcases consumer products and
services in a highly engaging way

9.
ACT: drive social advertising CTA’s

10.
MULTICULTURAL
SOCIAL
COMMUNITIES

11.
WULatinos
365k
Followers
Spanish
English
Spanglish

12.
WUIndie
348k
Followers

13.
WUPinoy
637k
Followers
English,
Tagalog
Taglish
#PinoyPride

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.
Deep cultural insights = engaging campaigns

16.
GLOBAL
CAMPAIGNS
THAT MAKE A
DIFFERENCE

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.
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.
#30daysofbetter
campaign during Ramadan
Global Ramadan campaign across > 16 countries: driving brand and transactions

20.
The diversity and global reach of our
brand enables us to make a difference

21.
#withrefugees
Fundraising Volunteering Advocacy Thought Leadership

22.
Karen O’Brien
VP of Global Social
karen.obrien@wu.com
@bondjanebond

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