Xoom wanted to tap into its vast experience in multi-cultural targeting to launch a global campaign promoting their new money transfer service Xoom to expat customers in Europe and the USA whose remittance transfers top $300 billion annually.
Given the landscape and large number of competing providers, Xoom had to enter the market with a big splash and quickly acquire users, with a clearly defined USP and using hyper precision targeting to reach diverse customers in a segmented and culturally relevant way.
Using Usain Bolt as the brand ambassador to reflect the lightning speed at which money transfers could be made internationally, Mediareach executed a large scale media campaign across Television, Radio, Press, OOH and ambient Media. Using its segmentation modelling of multi-cultural communities Mediarach was able to identify, isolate and target diverse ethnic audiences with relevant content across the UK, Europe and the US with a focus towards downloading and using the app.
The campaign overdelivered and far exceeded targets by adding millions of new customers and higher than expected revenue targets with the 1st May being the highest revenue in its history beating Black Friday revenue figures.