To mark 20 years of Western Union in their key markets in Africa Miran was tasked with creating a Content and Social Media distribution plan. The aimwas to distribute films, narratives, audio and story narratives around the impact of remittances on African lives to a wider social media audience and traditional media outlets to gain greater traction with the Africa series of #storiesofbetter and support thought leadership of Aida Diarra, Vice President of Western Union for Africa.
Miran created a 6 month Social Media Calendar with targeted dates based on Africa events + key dates of Western Union marketing/pr calendar (Global and Pan African) for social media output and created 12 videos and stills + narratives (stories) for the campaign.
The films were launched to coincide with The Lisbon Web Summit and The Fortune Growth Summit - and used in viral campaigns by General Electric Comms Team in NYC. They were also widely distributed on social media and the b-roll and graphics from the shoot were used in later ad content roll-outs. The films were also used as part of successful targeted sales drives aimed at GE customers in the developing world - specifically focused on the manufacturing agility.
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