How many stories make a good campaign? And, more importantly, how many lives can you touch with it?
For the past 18 months, a series of videos called #LiveMoreShareMore has featured stories of digital Influencers from all over the world and now the award-winning project is reaching its 100th published video filmed in over 20 countries. Here it’s how it was made.
Diversity of stories was key
Developed by RDB | Robin des Bois, an international media agency focusing on influencer millennial marketing and branding campaigns in Vienna, London, and Manilla. #LiveMoreShareMore is powered by Western Union® – the global leader in cross-border, cross-currency money movement, available in more than 200 countries and territories.
The campaign has featured a number of unique influencers, including Nuseir Yassin, creator of the one-minute daily videos channel @nasdaily; Mihaela Noroc, author of the best-seller “The Atlas of Beauty”; author and historian Aanchal Malhotra; four-time Grammy winner Tionne (T-Boz) Watkins; UFC fighter Cat Zingano; Youtuber Maria @LaCooquette, social entrepreneur Ankit Kawatra; Explorer Mario Rigby; and Filipino yo-yo champion Sean Perez, amongst others.
“It’s amazing what a powerful vision and the right team can bring to life. We were working on the concept of how to drive brand reappraisal for Western Union – how to connect with a modern money mover audience – for over a year. Seeing it come to life was even better than expected; it is one of the highlights in our agency’s six-year history. This campaign combines broadcast design, influencer marketing, content marketing, storytelling, branding, and video in a way, and on a scale, we haven’t done before. But what I like most about it is that the campaign is built around Western Union’s unique brand purpose, sending a message of inclusiveness, diversity and global citizenship told through the eyes of some of their most inspiring customers,” says Mario Debout, Founder and Chief Creative Officer of RDB.
The same crew helped to keep consistency
To capture the lives of a variety of nomadic global digital influencers, a team of experienced media professionals consisting of German film director, Rainer Frick, filming assistant, Jan Pilny, and journalist and producer Marcio Delgado Silva – Global Content Manager and Social Influencer Headhunter for RDB – were sent to follow influencers’ day-to-day routines in countries spanning several continents; from the United States to India, the Philippines to France – braving the extremes of nature through earthquakes and temperatures of up to 47C to bring to life some remarkable original content.
Meanwhile, back in Austria, a team of editors, copywriters and project managers worked around the clock, simultaneously, to publish weekly episodes of a campaign that started in 2017 and has, so far, won over 10 global awards for digital content and storytelling.
Relevant topics attracted the right audience
Besides awards, the success of the #LiveMoreShareMore campaign can be measured in numbers with the first three months of season 1, alone, reaching over 132 million people, resulting in 42 million video views, and ultimately built upon Western Union’s industry-leading social engagement by 65%, through exploration of universal topics such as heritage, entrepreneurship, travel, family, diversity and female empowerment.
Modern explorer Mario Rigby, who successfully crossed Africa by foot and kayak for two and half years, was one of the featured influencers for the #LiveMoreShareMore campaign.
“Having already started my journey crossing Africa, I was in the middle of nowhere, back in 2017, when I received a phone call from RDB. When the producer working on the project for Western Union told me about the values and goals of the campaign it took very little convincing to get me on board as both the company’s values and timing aligned perfectly with mine. Our filming days in Egypt for #LiveMoreShareMore were flawless and, after that, one of the major highlights was being able to talk to the South Sudanese youth refugee camp, in Uganda, organized by the Western Union Foundation. These kids were incredibly intelligent, and it goes to show that through any adversity one can still accomplish great things. They have truly inspired me. Moving forward, since then, I have been a monthly collaborator as a Western Union Brand Ambassador sharing my experiences and stories as a content creator and a customer,” said Rigby, who currently is preparing his next expedition, Project EVA, to take place this year.
The experience in front and behind the cameras
For Alyne Tamir, the creator behind the 1 million followers @dearalyne channel and the female network ‘Girls Gone Global’, filming in Istanbul for season 2 of the project was a memorable experience:
“It was an amazing heart-warming experience to be part of the #LiveMoreShareMore series to share my own story and the gorgeous videos really show the flow of life in Turkey. I am so happy I was able to be a part of it. All the efforts behind the filming process, all the planning, made it a memorable journey”.
Entrepreneur Himanshu Sehgal, the creator of the blog My Yellow Plate, says about his participation:
“It definitely has been a great opportunity to be a part of the #LiveMoreShareMore campaign. From being contacted and shortlisted to being invited to London, England, to shoot a series of videos and interview, every step of it was thrilling and exciting. The campaign has also helped me to reach to people from around the world and make a new audience for My Yellow Plate through the campaign’s mind-blowing videos and photos. Each episode was a story in itself and kept the excitement for the next one and the project had an excellent crew working behind the scenes.”
Dual belonging influencers marked video 100th
Travel couple Ruben Arribas and Rachel Pregunta starred in video 100th. As avid content creators who left their full-time jobs to travel the world after creating a blog called @gamintraveler, Spanish-Filipino duo enjoyed being part of the campaign from both sides: in front of and behind the cameras.
“For us it was a massive learning curve being able to watch how a global campaign is made of so many small details with no stone being left unturned. Every scene made sense and the final content was incredibly well edited to make our story interesting and worthwhile to watch it. I think it will be a long time until we see another campaign, out there, being so consistent in combining values that a company cherish with inspiring storytelling,”, says photographer and content creator Ruben Arribas, from travel blog @Gamintraveler.
All episodes are published across Western Union’s social channels, including Facebook, dedicated blog about the #LiveMoreShareMore project
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