WorldRemit, a global digital payments business that was in its 10th year of business, was looking for an Interim Global Public Relations Lead to increase brand awareness globally and shift the dialogue about the brand from a remittance company to a global digital payments company.
Chameleon Collective provided an Interim Global Public Relations Director who developed a new messaging framework and approach. All members of the Executive Committee, along with key country leads, were media trained with new messaging to drive consistency of what the brand stood for. The creation of a global content calendar ensured that engaging stories and content were pitched to key media outlets around the world and shared via social media channels.
In an 8-month period, the share of voice for the brand increased by 4 % and key messages shifted from remittances company to global, digital payments company, with global coverage in publications such as CNN Travel, Forbes, The Guardian, CNBC Africa, BBC.
