An ambitious challenge

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How can a 166-year-old, Fortune 500 retail heavy brand, become relevant again for a mobile-focused and digital first millennial audience?Western Union leveraged its unique position as a truly global brand serving over 200 countries and countless cultures and ethnicities.We built on the insights of a new generation with a global outlook, united by a belief in a world of collaboration, unrestricted by geographical borders.After months of research, we identified 13 purpose driven micro-influencers from across the globe who share Western Union's belief in equality, diversity, and a borderless world.

Cat Portrait
Cat
@CatZingano
Himanshu Portrait
Himanshu
@myyellowplate
Maria Portrait
Maria
@LaCooquette
Mario Portrait
Mario
@MarioRigby
Mihaela Portrait
Mihaela
@The.Atlas.Of.Beauty
Mowe Portrait
Mowe
@MoweMusic
Nas Portrait
Nas
@NasDaily
Sean Portrait
Sean
@SeanPerezzz

Around the World

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We traveled with them on their journeys across 11 countries as they shared their stories of inclusiveness, diversity, female empowerment and aspiration. Engaging customer storytelling at its best!

#LiveMore #ShareMore

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The result was the #LiveMore #ShareMore campaign.During 3 months, we launched 40 chapters of influencer branded storytelling videos surrounded by more than 120 pieces of content that landed on Western Union's owned social pages as well as on the influencer's social media channels.

Weekly Episodes

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Every week we launched 3 episodes announced by a preview every Sunday, giving our audience a heads up what to expect on Western Union's Facebook and Instagram handle.

Instagram

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In order to allow our audience to watch all episodes and follow our influencers journeys, we created a responsive video-heavy experience on Western Union's blog that hosts all videos and background info as well as an interactive map that features all influencer content and behind the scenes material.

Mobile First

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As 98% of Western Union's audience consumes Social Media on a mobile device we optimised the creatives to grab maximum attention on their newsfeeds by 9:16 and 4:5 creatives.

Responsive Experience

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In order to allow our audience to watch all episodes and follow our influencers journeys, we created a responsive video-heavy experience on Western Union's blog that hosts all videos and background info as well as an interactive map that features all influencer content and behind the scenes material.

Video as core strategy

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This broad range of customer storytelling, from weekly previews & boomerangs to 6 second video ads, created an ecosystem of content, curated through unique hashtags and showcased in a state-of-the art mobile experience on Western Union's blog.

Western Union proudly shares: SeanPerezzz
Western Union proudly shares: AlphaCatZingano
Western Union proudly shares: NasDaily
Western Union proudly shares: La Cooquette
Western Union shares: The.Atlas.Of.Beauty

The Results

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The results were astonishing.Over the first 3 months the campaign, #LiveMore #ShareMore generated a global reach of over 132 million, sparked 42 Million video views, which grew Western Union's already industry leading social engagement by another 65%!All this while inspiring a new generation of customers to #LiveMore #ShareMore through moving money for better.