> our task
The brief was to gather insights into 7 key international corridors, to understand money transfer habits and the motivations behind different groups’ brand choices.
We were supplied with 2.7m customer records and were asked to answer; How do customers transact with us? Who are our customers? How do they think, feel & react to MoneyGram?
> our strategy
Data profiling allowed us to identify types of geo-demographic postcode areas that are MoneyGram strongholds and new catchments rich in look-alike audiences. We then used an online survey to understand the motivations for money transfer and focus groups identify key brand and product propositions.
> the result
Data mapping led to improved targeting of media spend in areas rich in customers with an integrated pilot campaign in London; Outdoor, Tube Car Panels, Direct mail, door drops, email & social.
This was the first time that MoneyGram had used creative from an external agency.
The campaign resulted in an uplift of 20% in transfers across the target areas and improved future communications.
> find out more
If you want to learn more about how we can help deliver ‘Offline’ marketing to generate profitable new customers, wed be delighted to talk informally to see how we can add value.
> email firstname.lastname@example.org