08 Jul 2016

MoneyGram Cricket


moneygram-cricket

WePlay helps MoneyGram to attract a new audience in the Indian subcontinent



Brief

Bring together a Money Payment Transfer company and a passion platform in Cricket to engage audiences from the Indian Subcontinent.

Objectives

  • Audit the brand and competitors

  • Implement a comprehensive social media strategy

  • Increase the audience size organically

  • Increase share of voice in key send and receive territories

Our Approach

Leading into the crucial 12 months prior to the ICC Cricket World Cup, we set the aim of establishing MoneyGram as the most engaged tournament sponsor when the action began in New Zealand and Australia.

To grow the audience and engage fans we tapped the passion platform of cricket, focusing on nostalgia and emotion to create rapport with fans.

Our first task was to complete an audit of MoneyGram as a cricket brand, from which we developed a 12-month social media strategy. We initially discovered that the audience was migrating away from the brand, therefore we concentrated our strategy on organically attracting new fans.

To make the client more prominent in its own content, we developed a series of branded content pieces, including infographics that brought attention to the what fans care about most – players and personalities. This emphasis on cricket’s big stars helped some of our content go viral.

In the months leading up to the Cricket World Cup, we moved the conversation into a more emotive space, asking the fanbase we had built to describe their personal experiences of cricket. This tactic encouraged an emotional affinity between cricket fans and MoneyGram.

As more fans began to engage with MoneyGram Cricket, we adopted an always-on community management approach to nurture the relationships being formed between the brand and fan. Ultimately these relationships will ensure that our client’s product sits in the forefront of fans’ minds when considering a money transfer service.

Wins


94m
People reached
2m
Interactions
43257
New Twitter followers
18456
Mentions
66718
New Facebook fans
3503
Average interactions per day

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