New social media engagements
Increase in organic search share of voice
Increase in online media exposure
WU’s platform provides seamless cross-border flows, and its leading global financial network bridges more than 200 countries and territories and over 130 currencies. While WU is considered a global leader in their space, competitive insights and research showed the Western Union brand wasn’t considered a digital front runner, specifically in digital cross-border exchanges.
Elevate WU’s position as a digital leader that innovates to meet the money movement needs of a global consumer base. Establish WU’s position as a partner and thought leader in cross-border payments. Increase total digital media and natural search exposure.
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.
Our research, integrated content and digital PR strategy, coupled with robust training and education in social media helped to elevate Western Union’s position as a digital leader and thought leader in the cross-border payments sector.
“Partnering with NP Digital on the Digital Frontrunner campaign was instrumental in not only helping elevate our position as a digital and thought leader in the cross-border payments sector, but this campaign also shaped a content and promotion framework for our Corporate Communications team. This framework will be critical in continuing to amplify the Western Union brand in a more impactful way through valuable content”
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