Financial Services
Repositioning WorldRemit Beyond Remittances
An interim PR director repositions WorldRemit from remittances to global digital payments in eight months.
WorldRemit
The Client
- Company
- WorldRemit
- Website
- worldremit.com
- Industry
- Financial Services
- Headquarters
- london, united kingdom
- Employees
- 501-1000
About WorldRemit
Worldremit is a prominent player in the financial services sector, specializing in international money transfers. Since its inception in 2010, the company has focused on simplifying and reducing the costs associated with sending money abroad.
The Challenge
After a decade in global digital payments, WorldRemit wanted to transform its narrative from a remittance company into a recognized global digital payments company. To do that, it needed skilled interim leadership in public relations.
Our Approach
Chameleon Collective provided an Interim Global Public Relations Director to steer the brand transition. The PR Director prepared every member of the Executive Committee and key country leads for the shift, using thorough media training so everyone could project a consistent, compelling brand narrative across markets. In parallel, the PR Director created a global content calendar, a key tool for generating and timing stories and maintaining a steady drumbeat of narratives to pitch to major media outlets worldwide and share through social channels.
The Impact
Over an eight-month period, WorldRemit saw its share of voice grow by 4%. The most notable achievement, though, was the successful rebrand: WorldRemit's identity shifted in global conversation from a remittance company to a recognized global digital payments company. That change showed up in significant coverage in high-profile publications including CNN Travel, Forbes, The Guardian, CNBC Africa, and the BBC.
The Work
4%
growth in share of voice
Featured Expert
The Chameleon who led this engagement.
Practice Areas
Communication StrategiesExternal Communication StrategyPublic Relations