Promoting Western Union’s International Money Transfer Service with Influencer Marketing

Influencer Marketing ·

Asia, Europe, North America, Oceania ·

Finance

Challenge

Western Union wanted to build brand awareness, trust, and credibility among Chinese audiences worldwide. It needed both authentic, peer-driven engagement and broad visibility to strengthen its reputation across multiple international markets, while managing budget efficiency and campaign effectiveness.

Solution

We executed two complementary campaigns targeting overseas Chinese audiences across 11 key markets:

Xiaohongshu (RedNote) KOC campaign:

Leveraged 20 micro-KOCs to create authentic, peer-driven content in lifestyle, finance, and community categories
Topics included sending and receiving money via Alipay and WeChat, transfer comparisons, and real-life remittance scenarios
Focused on credibility and engagement at a low media cost ($2,530 total spend)

WeChat advertorial campaign:

Partnered with digital publications serving Chinese communities abroad to deliver targeted media content
Published eight advertorials across multiple countries, combining lifestyle and financial messaging
Aimed for mass awareness and precise audience reach to enhance recognition and credibility

Together, these campaigns combined micro-influencer authenticity with targeted media scale to strengthen the client’s brand presence internationally.

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