Western Union

We implemented a Unified Segmentation Strategy designed to track and influence a single customer throughout their entire journey—from awareness to loyalty. At the heart of this approach was deep persona development. We crafted hyperlocal and ethnic personas based on geography, behavior, and cultural connection—e.g., Filipino immigrants, Indian first-gen professionals, and those with familial or social ties to these countries.



We also identified "status seekers" and high-intent remittance users by analyzing browsing behaviors, device usage, and financial activity patterns. Using our proprietary AI platform, Compass™, we mapped user identities and optimized every media touchpoint based on dayparting, device usage, content consumption, and money transfer behavior (MTB).

Our execution was rooted in advanced audience segmentation and geo-fencing. We targeted key states like California, New Jersey, and Texas, where our hyperlocal personas were most concentrated. Using real-time bidding algorithms, we dynamically increased spend when our core audiences were identified online.

To ensure end-to-end tracking, we retargeted users across devices who had engaged with Western Union’s video ads or dropped off before converting. The campaign also integrated offline behavioral signals through geo-fenced catchment areas, capturing users near money transfer locations. A mobility graph and ML-based grid locking allowed us to deliver micro-targeted ads in high-conversion zones, optimizing both reach and cost-efficiency.

The campaign successfully leveraged over 45 unique persona IDs to deliver highly targeted messaging across both online and offline channels. By identifying high-intent segments—particularly within the 25–34 age group—and optimizing based on device usage and dayparting, we were able to maximize relevance and engagement. The use of cross-device retargeting, combined with hyperlocal geo-fencing and mobility-based micro-campaigns, enabled us to reach users at critical touchpoints, driving strong app engagement and repeat money transfers.

Success was driven by a full-funnel, AI-powered approach that combined real-time data, behavioral signals, and hyperlocal relevance. The campaign bridged offline and online behaviors, tracked users across devices, and optimized spend and creative based on deep audience insight and engagement metrics.