Western Union: Building a Brand Awareness Campaign for a New Generation
My Role & Agency
Director of Design, MullenLowe Profero
Goals & Challenges
In 2018, Western Union tasked us with creating a holiday campaign to engage 20 to 40-year-olds, a demographic they struggled to attract due to their association with older generations. With the limited scope of this one-off project, we focused on achieving their seasonal marketing goals but did not address the broader challenge of elevating Western Union to the level of brands like Venmo or PayPal (I would have loved to take on that effort had the scope been larger).
Solutions & Outcomes
We highlighted two key strengths that resonated with younger audiences: Western Union’s rich history and cultural impact, and its fast, secure international money transfer services, which newer brands struggle to match.
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For the holiday season, we focused on the emotional connection of gifting money to family and community. We designed an interactive landing page featuring stop-motion-inspired animations, historical media artifacts, and the tradition of gifting.
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Collaborating with the social media team, we amplified the campaign across the Americas, boosting engagement on Instagram and Twitter.
Creating Interactive Animations for a Small-Scale Project
After performing needed research, we decided to create a simple interactive animation inspired by stop-motion animation and design custom icons to make a premium site without a big budget. This was possible due to the extremely talented designers on our team.