Western Union X Liverpool FC

Experiential Chromo-Influencer Campaign

The ‘Shoot for the Better Team’ Case Study

Together, PMYB, Robin Des Bois, Western Union and Liverpool FC put London to the test in an Experiential Chromo-Influencer™ Marketing Campaign that took over London’s very own Kings Cross Station.

Western Union’s Campaign Objective

PMYB and RDB were specifically tasked with raising awareness of the incredibly low fees Western Union have on offer and increasing consumer engagement.

Target Market

16-30 year olds in the UK (with a London focus).

PMYB’s Solution

We created an online and offline buzz by producing quality influencer content that promoted and documented our offline popup event at London’s King Cross Railway Station featuring Western Union and Liverpool FC.

The public was challenged to hit the football as hard as they could. Those with the hardest shots won prizes, including shirts and footballs signed by the Liverpool FC first team squad.

PMYB drove consumer interaction, accompanying several of our Chromo-Influencers to London so they could showcase their footballing talents to the public, whilst raising awareness of Western Union’s incredibly low fees. PMYB’s delivery team played a key role in promoting the event, the operations at the event, the identification of all Chromo-Influencers and the supporting of all of the Chromo-Influencers in the creation of the Instagram content.

In addition, Liverpool legend John Barnes also attended to help generate interest and attract the target audience.

Platforms

  

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We helped Western Union exceed every KPI set in the campaign

356
Total Impressions
37
Engagements
1
Shots taken
33
Pieces of Content
7
Chromo-Influencers

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