The Perfect Gift is a Western Union Campaign That Delivers Perfect Results
Western Union wanted to take advantage of the international appeal of Cash as the Perfect Gift with an online campaign targeting current and new customers.
While the primary objective was Brand awareness driving transactions on the site came in a close second. Markets included US, China, Mexico, The Philippines and Nigeria.
To give justice to both tactics the media plan was split in two with half dedicated to the Brand approach in both choice of media and creative and half driving a direct appeal similarly in choice of media and creative.
Performance metrics were set for both the Brand and Direct campaign at the outset and re-calculated when new budget became available.
The results were perfect across the brand and direct components, although the direct campaign results well out-paced brand as projected.
In both cases the campaigns paid for themselves while reaching all branding goals and setting (perhaps unbeatable) benchmarks for the individual regions. That is media strategy and online media buying at its most efficient.
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