OVERVIEW
Xoom By PayPal
BRIEF
Xoom wanted to tap into its vast experience in multi-cultural targeting to launch a global campaign promoting their new money transfer service Xoom to expat customers in Europe and the USA whose remittance transfers top $300 billion annually.
STRATEGY
Given the landscape and large number of competing providers, Xoom had to enter the market with a big splash and quickly acquire users, with a clearly defined USP and using hyper precision targeting to reach diverse customers in a segmented and culturally relevant way.
Using Usain Bolt as the brand ambassador to reflect the lightning speed at which money transfers could be made internationally, Mediareach executed a large scale media campaign across Television, Radio, Press, OOH and ambient Media. Using its segmentation modelling of multi-cultural communities Mediareach was able to identify, isolate and target diverse ethnic audiences with relevant content across the UK, Europe and the US with a focus towards downloading and using the app.
“The campaign attracted millions of new customers, creating history by exceeding Black Friday revenue figures on 1st May.”
