Narrative Revolution: Our Leader Help Create A Digital Payments Leader
Challenge:
After a decade in the global digital payments business, WorldRemit was eager to transform its narrative from a remittance company to a recognized global digital payments entity. The need for skilled, interim leadership in Public Relations was evident.
Approach:
Chameleon Collective answered the call by providing an Interim Global Public Relations Director, an experienced navigator to steer this pivotal brand transition. The PR Director played a crucial role in preparing all members of the Executive Committee and key country leads for this shift. Through meticulous media training, they ensured that everyone was equipped to project a consistent and compelling brand narrative, effectively transitioning WorldRemit’s brand image across multiple markets. In tandem, the PR Director pioneered a global content calendar. This strategic tool was pivotal for generating and timing compelling stories, creating a steady drumbeat of engaging narratives to pitch to major media outlets worldwide and disseminate through social media channels.
Outcome:
Over an eight-month period, WorldRemit experienced a tangible boost in its share of voice, growing by 4%. However, the most notable achievement was the successful rebranding. WorldRemit’s identity shifted in global discourse, moving from a remittance company to a recognized global digital payments company. This pivotal change was reflected in significant coverage in high-profile publications such as CNN Travel, Forbes, The Guardian, CNBC Africa, and the BBC.
