With steadily increasing market share in more established money-sending markets India & the Philippines, Xoom seeks to expand and just as successfully build their brand in new and fast-growing markets, namely China, Vietnam and Pakistan.
TARGET AUDIENCE & INSIGHT
Recent immigrants from China, Vietnam and Pakistan — white-collar professionals who lead busy lives. They already have set money transfer habits and/or pre-conceived notions about the most efficient ways of moving money.
STRATEGY & SOLUTION
Leveraging word-of-mouth influence characteristic of these new markets, the Testimonials campaign showcases relatable positive user experiences of real people to build Xoom’s credibility and boost consumer confidence.