Strategic leveraging of media buys or stand-alone campaigns that IMPACT
Client: WESTERN UNION (money transfer services)
When Western Union (WU) approached us to enhance their Q4/holiday media schedule targeting the African American demographic, market research had found the general public had a disconnect with the brand for the past several years. WU was running a week-long campaign in which studio audience would go into the “Money Machine” on BET’s hit show “106 and Park” – to win money that WU would then match, so they could send to a loved one using WU money transfer services.
SOTC Multimedia Group considered several points:
- Who or what would provide awareness and authenticity to the campaign?
- Who or what would appeal to WU’s vast demographic?
- Who or what would be able to organically drive interest in WU’s money transfer business?
Through our vast internal network, we came to know that iconic Hip Hop artist, Busta Rhymes had been a long-time user of Western Union. We knew he was releasing a new single and music video a month before the proposed campaign, and this single was featuring Kanye West, Q-Tip, and Lil Wayne – providing him with a relevancy during the holiday rush.
SOTC Multimedia Group constructed a partnership consisting of multiple legs:
- Co-branded imagery for the campaign
- Co-branded Pandora station
- Access to leverage Talent’s music catalog
- Social media drivers on Facebook, Twitter, Youtube
- Exclusive content for both Parties’ use
- Delivery of brand messaging during radio interview with Rickey Smiley Morning Show (syndicated in 40 markets)
- Delivery of brand messaging during nationally televised appearance on 106 & Park (on BET - #1 African American-oriented network in the world)
When the dust settled, the Talent had promoted the partnership heavily for the entire week leading up to the televised appearance. The co-branded Pandora station had an add-rate of 3 times the Pandora average, and garnered a click-through-rate of 3.34%, over 27 times the industry average of 0.12% (this is NOT a typo). Fans/consumers spent an average of 23.5 minutes on the station! When hitting the national stage on radio and on television – Busta Rhymes organically drove home WU’s money transfer business by joking that everybody wants one thing for the holidays – money!
Between the in-place media and Busta Rhymes’ millions of social media followers - the campaign delivered nearly 90 Million co-branded impressions AND most importantly - gave Western Union the credibility and likeability it needed to truly grasp the AA demographics’ attention.
- Continue BELOW for more campaign imagery -