MoneyGram Teams Up with Performics to Connect with People in Need
CHICAGO, June 18, 2013 /PRNewswire/ -- Performics, the performance marketing agency owned by Publicis Groupe, recently collaborated with MoneyGram, a leading global money transfer company, on a new paid search campaign that saw a 44 percent increase in click-through-rate for MoneyGram. The campaign exceeded project goals and leveraged customer insights to better understand how and when people decide which money transfer company to use.
MoneyGram's vast array of money transfer services includes convenient online money transfer, allowing consumers to send money to more than 198 countries and territories. The company turned to Performics for assistance in maximizing efforts to strengthen and build awareness around this messaging. The new campaign combines analytics, online performance and participant research in a strategic approach aimed to help the brand's customer retention level.
Traditionally, MoneyGram's activity and budget flighting centered on Fridays and paydays, assuming that consumers determined the service they were using on the same day of the money transfer. During the in-depth research and analysis of MoneyGram's paid search campaign, Performics discovered that a "research window" frequently occurred prior to actually converting. Competitive research proved to be very common in customer decision making.
"Performics ability to leverage customer insight proved to be a game-changer for our business," said Christina Martin, global director of Interactive Marketing, MoneyGram. "The insight that customers were spending more time online researching the industry changed the way we understood their activities. We are thrilled with the results of the campaign and tailoring of our digital strategies to match this insight."
Performics restructured MoneyGram's campaigns to drive new customer acquisitions and increase total engagement. The team shifted spend during the "research window" to reach the searchers comparing brand options, as well as ensure that the brand had proper exposure.
"MoneyGram is a forward thinking company, and it is always gratifying to see our campaigns directly lead to growth in online sales for clients," said Michael Kahn, Global President of Performics. "This is another proof point that leveraging participant insight in paid search campaigns can fundamentally change a company's marketing strategy.
MoneyGram, a leading money transfer company, enables consumers who are not fully served by traditional financial institutions to meet their financial needs. MoneyGram offers bill payment services in the United States and Canada and money transfer services worldwide through a global network of more than 321,000 agent locations – including retailers, international post offices and financial institutions – in 198 countries and territories. The company also offers convenient online money transfer services. To learn more about money transfer or bill payment at an agent location or online, please visit moneygram.com or connect with us on Facebook.
Performics is the first global performance marketing company and partners with leading marketers to inspire brand participation that drives higher performance and ROI. Founded in 1998, our performance specialists are certified experts in search, affiliate & feeds, and social & display channels across all screens and platforms. Headquartered in Chicago with offices in 29 countries and regional centres in London, Paris, and Singapore, Performics is part of Publicis Groupe—the world's third largest communications group and top global search spender.