Western Union wanted to grow the African consumer market share of the money transfer business within the U.S. VJP developed an integrated marketing campaign to reinforce brand awareness, with products and incentive channels that directly targeted consumers and influencers through community events, meetings, conferences and special cultural celebrations.
The campaign focused on building brand affinity through consumer and business-to-business interactions in key African-concentrated consumer trade areas nationwide. The campaign yielded sponsorship participation in community outreach programs, events and activities in 10 cities, which garnered over 2.1 million media and on-site impressions.