In order to meaningfully connect with our target audience, we brought together those who might know a thing or two about Western Union's target audiance - actual millennial Western Union customers.

These 13 carefully selected purpose driven micro-influencers from across the globe, would be given an online platform to inspire their own audience and Western Union's with real-life stories about living a borderless life full of opportunities and how Western Union’s services enable them to do so every day. As a result, this idea paved the way for the #LiveMore #ShareMore campaign to be born.

We published a total of 40 episodic short form video content pieces of up to 90 seconds each that covered key topicalities like food, family, entrepreneurship and empowerment.

This enabled us to seamlessly draw our target audience into Western Union's values, products and services. By cross referencing the episodes to the #LiveMore #ShareMore Blog and releasing an exclusive campaign song with DJ duo MÖWE, we ensured we maintained high levels of user attention and engagement.

To support the episodic video content we leveraged state of the art creatives such as, 6 second video loops, slideshows and Instagram location based content that invited users to explore the stories of the influencers in real life.

The campaign ran from November 2017 - February 2018 and was present around the world on Western Union's global social media platforms which consisted of:

1)Western Union Blog

2)Facebook

3)Instagram

4)Twitter

5)YouTube

6)LinkedIn

The #LiveMore #ShareMore campaign resulted in a reach of 132 million with over 45 million video views in its first 3 months. In total, the campaign assets generated over 3 million unique engagements (likes, shares, comments), which contributed to a 65% increase in Western Union's engagement rate compared to the previous year.

In addition to these results the Western Union's #LiveMore #ShareMore campaign achieved, it has also helped to establish a platform for people around the world to get inspired and to communicate global topics such as, equality, female empowerment, education, and diversity to help people take advantage of living in an ever-growing interconnected world.

Since the campaign began Western Union's Revenue growth grew to 5% in Q4 2017 and money transfers increased by 22% in the same period.