As one of the world’s leading providers of cross-border business payments, Western Union Business Solutions (WUBS) is one of the most diverse payment networks in the world. When WUBS launched EDGE, a revolutionary B2B platform to help companies connect with and pay each other, we were charged with positioning and launching the solution, driving online trials and sign-ups among new customers and migrating existing customers from WUBS’ other solutions.
With EDGE, WUBS took on the likes of Amazon, Alibaba and other emerging fintech competitors. We recognized the need to shift perceptions of Western Union from a “money transfer company” to a fintech innovator.
We positioned EDGE as the platform for global SME’s to “Connect, Empower and Grow” their businesses. With EDGE, for the first time, SMEs could gain the unparalleled ability to create stronger connections, make smarter cash flow decisions and grow their business globally – all from one, easy-to-use international business platform.Our campaign overlaid the digital UI of EDGE on global trade imagery, showing how EDGE would become part of the fabric of international business.
We launched EDGE at Money20/20, one of the world’s most important fintech events, and helped WUBS “own” it with digital out-of-home at the Copenhagen airport and throughout the event, print/digital communications, a major press announcement and post-event marketing.
We then accelerated with global demand generation and customer migration campaigns leveraging digital advertising, content syndication, email, content marketing, search and online video.
The launch campaign clearly connected with international SMEs – and helped grow WUBS’ business in the process. The campaign generated leads 75% ahead of projections with a 28% decrease in the cost-per-lead of prior WUBS campaigns. Importantly, the leads were of the highest quality, with 90% of leads being CFO/Finance Director and 75% conducting a minimum of $500K in foreign transactions annually. Since launch, WUBS activated thousands of business customers on EDGE.