THE OPPORTUNITY
Old brand, new position
Western Union is a Fx payment platform that allows businesses to send and receive money to 200+ countries. Most Fx payment services are largely undifferentiated and compete primarily on price (lowest fees).
To accelerate growth Western Union needed to a new angle to drive new business customers in an oversaturated market with extremely high customer acquisition costs.
THE CHALLENGE
Illusive & expensive customers
B2B Fx payments is a mature market with dozens of services competing for the same customer. ICPs are illusive, tend to trust established financial institutions (banks) and are reluctant to adopt new fin tech solutions — even from the most trusted brands.
The industry average cost per lead (CPL) was well over $100 and digital-first competitors like Wise and Paypal owned the majority of the online Fx payments market.
Our Strategy
WINNING CUSTOMERS
How we stack up
Our Campaign
Industry Average
17.03%
CTR
2.65%
CTR
$0.57
CPC
$3.72
CPC
16.29%
CVR
7.19%
CVR
$3.50
CPL
$51.74
CPL
"The campaigns brought in more customers than we expected at a fraction of the cost that we were getting in other ways. My custom reporting dashboard lets me see the results in real-time and the entire process with One Net has been seamless. Would definitely recommend."
– Robert Young, Head of Demand Generation