Affectv gains new customers for Western Union and boosts their website registrations, resulting in a 97% uplift in conversion rate

Western Union partnered with Affectv in order to magnify their reach among specific nationalities and communities within the UK. By using their wealth of data to gain insights into Western Union’s audience, Affectv then generate a lookalike model to target with personalised messages. The tailored ads boosted consumer engagement, spread brand awareness and attracted a wider audience, which resulted in a 97% conversion uplift.

Summary Circle

The Challenge

Western Union tasked Affectv with magnifying their reach among specific nationalities and communities within the UK. Their key objectives were to find new customers and heighten  brand awareness in order to boost registrations on their Website. Affectv were therefore required to find a highly niche audience within the competitive money transfer market, to then reach at scale and action to register on Western Union’s website.

The Solution

Through analysing the browse, search and share data of Western Union’s existing audience, Affectv were able to provide them with consumer insights to help them better understand and engage with both their existing and prospect customers. Some of the insights gathered showed that: the audience was of a young demographic - between the ages of 18-34; they were interested in urban culture, music and clothing; and the majority of them resided in built-up urban areas such as London and the South East, often in large groups and/or family environments.

These insights were then used to build a lookalike model of Western Union’s audience, which allowed Affectv to target specific nationalities and communities with personalised messages. Affectv used real time data to ensure each individual was targeted with the relevant tailored ad, in the right location and at the best conversion times. The well known marketing tactic of Social Proof was used in overlay on top of the original creative, acting as a social trigger to further drive sales and engagement.

The Result

Affectv tracked the number of Western Union registrations throughout the campaign and found that the use of tailored ads resulted in a 97% conversion uplift when compared to original ads. Having been so impressed by Affectv’s outstanding level of results, Western Union instantly rebooked with us, increasing the budget by more than 7 times the initial amount.

Summary Circle

It has been fantastic working with Affectv who have demonstrated excellent knowledge and a deep understanding of our clients’ businesses. Their response to briefs reflect clever data use backed by thorough research and smart insights. A very pro-active team develops new ideas to deliver value by targeting the right audiences in unique ways.  Tailored ads, using social proof, in particular have been successful across our campaigns, delivering unexpected ROI and smashing targets 

Tuhina Srivastava
Planner and Buyer, Lowe Profero London