Western Union engaged NP Digital to create a global spotlight on WU’s digital business and the factors underpinning its success that is tailored to the defined localized angles. We accomplished this by layering on NPD’s holistic SEO, content, digital PR and amplification framework to WU’s corporate communications plans to increase awareness, authority, and media exposure.
NP Digital partnered with WU’s marketing team to develop and create engaging content experiences – experiences that would shine a spotlight on WU’s ongoing corporate communications and digital cross-border initiatives. We developed educational content, data visualizations, videos, custom imagery and FAQ information that was led by our search + social research findings. To become a digital front runner, it was critical that digital data steered our content strategy.
For any company to obtain digital front runner status, senior leadership involvement and participation are a requirement. Our joint strategy was to not only enhance the visibility of Western Union’s brand but also highlight specific members of their executive team. The most influential thought leadership usually comes from the top, and from within. In-depth content with direct quotes from WU’s CFO and Vice President outlining the company’s digital vision was placed on 20+ industry-relevant publications and syndicated over 140 articles. These content pieces highlighted WU’s digital and cross-border efforts, while also introducing and pointing back to the newly created content experiences living on WesternUnion.com. Some of those publications include: The World Financial Review, The Financial, Financially Digital, Fintech News, Global Banking & Finance Review.
Finally, NP Digital delivered a series of social media workshops to senior leadership and members of WU’s marketing team. We outlined best practices and developed governance processes to help grow their social media authority. We helped to enable their thought leadership status, and their ability to influence the WU brand in the digital space via their own social spaces. Ongoing efforts not only helped to increase social mentions, likes, followers, shares, etc. but helped to increase brand interest / demand on Google for “digital + brand + cross-border” related queries.