The Challenge
Western Union wanted to reach Hispanic audiences aged 18-54 in select markets with
culturally relevant content.
The primary objective was to drive awareness and engagement for their Orlandi Valuta APN service that allows direct bank transfers from Orlandi Valuta to BanCoppel accounts.
The Solution
Working with MAX, Western Union partnered with Regional Mexican band Groupo Control to create a captivating omnichannel program that reached audiences through audio, video, social, and live experiences.
Campaign content drove extremely high rates of social engagement, video views, video view duration, and time spent on the website. The custom program was designed to connect with a target audience that is highly engaged with mobile and social on a local level (97% of all site traffic was from mobile users).
Because we were able to put the right content in front of the right audience (at the right time), 25% of clicks on banner ads resulted in a store visit.
The Results
- 3.5M Impressions (17% overdelivery)
- 30.6% Social Engagement Rate (30x higher than benchmark)
- 31K Site Visitors
- 4:22 Time on Site (17.4x higher than benchmark)
- 46.5% Video View Rate (2.5x higher than benchmark)
