Repositioning WorldRemit Beyond Remittances

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.

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 recognised 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.