CHALLENGE & INSIGHT
Western Union, a global money transfer company, faced disruptive competition, declining revenue in key international markets and a negative social media campaign which framed the company as being out-of-touch. Our challenge wasn’t just about increasing market share, we also needed to focus on rebuilding the foundation of trust with consumers.
When we gathered more information about the impressions of Western Union, we found that almost any provider was viewed negatively. Fostering a real community presence and identifying target audiences were the only ways to build meaningful connections.
STRATEGY & RESULT
To rebuild the company’s reputation, we identified and connected with community centers of true influence.
We stopped negative social media in its tracks, helping the company to grow revenue three to five percent, year after year.
We convened community meetings that won over key influencers, turning them into third-party advocates for Western Union which helped us counter reputational attacks.