Challenge
Western Union unveiled its newly branded app with a strategic focus on driving installs across the UAE. To elevate engagement, we had to find a way to test fresh creative approaches tailored to TikTok’s unique style—bringing a more personalized and native feel to the platform and simultaneously compliments the category.
Insight & Execution
In a category that is very price sensitive, extremely functional and rationally biased, we hypothesized that testing different creatives might produce better results and different outcomes. Since the financial services category is quite dry and price-led, we knew that adding a human element would make it more approachable, humanized and welcoming. In collaboration with the TikTok Creative Exchange (TTCX) partners, we produced the creatives for this test. Would informative testimonials work better to drive actions, or do viewers prefer a show or tell narrative? It was a test and learn game that we were willing to try.
Our Western Union creative experiment resulted in an outstanding performance within seven days. Our creative learnings were driven from a variety of executions including testing animated brand videos, showing narratives and testimonials, telling narratives and educational videos, and even showing narratives + step + step demos.
ROI
lower CPA vs control creative
higher VTR vs the control creative
lower CPI
better CVR vs the control narrative
We found that a strong disruptive hook at the beginning drove the highest view retention. We also learned that a green screen showing the App UI + testimonial drove the best CVR and the lowest CPI. Finally, we found that a show vs tell format drove users to convert easily.
