The first phase involved a call for UGC (user-generated content) within our communities on Western Union’s social channels but also using OOH media in Dubai as well as local news platforms and influencers to generate awareness for the event as well as the recently launched app in the region.
In addition to partnering with local news and influencers, we managed to engage our audience and use our fans in the region as multipliers of our message by adding a UGC element to this pre-event campaign.
After hosting an event on the world’s biggest stage, Western Union wanted to give its users a huge stage too. Over 100 images have been published by users, many of them were published on the Global Western Union Facebook page after the event, taking over the full channel for a day.