Western Union – “#Homecooked”


Western Union sought to develop a holiday campaign that would deliver a globally appealing message to its core consumer - a diverse community of immigrants who support their families back home and send money abroad.


Developed an emotionally charged “surprise and delight” campaign, documenting how Western Union brought customers closer to their families for the holidays. Surprised customers by secretly contacting their families and delivering their favorite home cooked meal in a pop-up dining room at Western Union. Created a social and digital media platform to further engage existing customers, collecting and sharing their stories with the world.

All campaign concepting and execution was managed within a quick 2-month timeline to hit the holiday season.

• Held a customer-appreciation event at Western Union’s iconic Times Square retail location, where we spoke with customers, gave away branded merchandise and invited customers to share their stories around food, family and culture on camera.
• After careful selection, 3 customers were selected to re-engage with for “Surprise and Delight” campaign.
• The results were shared on our social channels and supported by paid media (Facebook, PR and blogger outreach, dedicated website, YouTube, and owned global channels)


3.5 MILLION+ video views on YouTube
2 THOUSAND+ social mentions of #WUHomeCooked
50 MILLION+ campaign impressions
6 MILLION+ video views across all platforms
300 THOUSAND+ total campaign interactions on Facebook

Increased positive sentiment around WU by 2% between 12/12 – 1/16

“When a brand hits that “emotional quotient” it is doing something right. In this case Western Union is doing something right.”
“Western Union had figured out a unique way to tell its company story through emotion-evoking, customer
experiences. Forget wire transfers, this was about how customers connected on a fundamental, human level.”