WU Blog

Client: Western Union 

This is WU: Western Union's Global Blog

The Challenge

Though a leader in the money transfer space for more than 150 years, Western Union now faces increased competition from digital and mobile-focused upstarts like Transferwise and Paypal. MullenLowe Profero was asked to revitalize the client's blog so it could serve as a useful top-of-funnel marketing channel for a young, tech-savvy, and cross-cultural audience.

What I Did

Based on proprietary client data and our own research, we built out content pillars meant to address the needs of identified audience personas. From there, we laid out a year-long content calendar with a cadence of 2-3 posts per week. I subsequently researched, wrote, edited, and uploaded audience-facing articles on topics ranging from international travel destinations and dining to fintech explainers and walkthroughs of WU core services. The writing process was often research-intensive, but learning how to synthesize information and distill complex ideas to their essence was an invaluable process.

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10 of the Best Places to Travel in March 

You don’t have to be on spring break to take a vacation this March. From the peaks of the Himalayas to the low-lying Dead Sea, these travel destinations will make you spring into action.

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Favorite Street Foods Around the World

While sightseeing is a big part of the international travel experience, the best trips engage all five senses. No matter what part of the world you’re headed to, sampling the local cuisine is a must. 

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6 Benefits of Learning a Second Language

Have you ever found yourself in a situation where you encountered a language barrier you wished you could cross? Do you have a little bit of free time and a desire to learn a new skill with a wide range of applications? 

Results

In the project’s first eight months, this blog content drove over 350,000 page views with limited paid media support. Recognizing the value of our work, the client gave us control over other blogging work that was previously tasked to another agency, and invested in an extensive redesign in order to better showcase everything we’d written.