Nik is a creative director, copywriter, and content strategist working in Seattle.
Driving app awareness and downloads among soccer fans in a multilingual campaign.
What does it mean to #BeFutbol?
Western Union needed more adoption of its app among the US Hispanic community, one of their largest user groups for international remittances, and among millennials who usually opt for Venmo and Cash App. They needed a campaign and promotional vectors in time for the COPA America soccer tournament, and the Rio Olympics.
As lead copywriter at a multicultural agency, I developed concepts, storyboards, and scripts for videos and a microsite promoting a contest. We developed a simple branded VR Goalie game to drive engagement with in-person WU reps, and drive interest among soccer-fans and younger users. We partnered with an international soccer star in the tournament and filmed VR-related spots to promote their presence at the tournaments as well. We tied everything together under the campaign hashtag #BeFutbol.
The cross channel campaign blew expectations away, earning:
Check out some of my other favorite work.
