Join us Dec. 1-3 in New Orleans for the Digiday Programmatic Marketing Summit
For the last two months, money transfer startup TransferWise has been trying to connect with people stuck on the train during the New York City subway’s “summer of hell.”
For a consumer fintech startup, it’s the perfect place to put some advertising dollars. TransferWise has built its business around the ability to let people send money overseas at a low cost. Sixty percent of its users are immigrants; 40 percent are American-born. Its employees represent more than 50 countries. Its user base and prospective customer pool looks a lot like the people of New York.
“We serve people who have a connection overseas,” said Kate Huyett, TransferWise’s North America growth lead. “New York has the densest population of foreign-born people.”
Even if they’re American-born, theres still a chance they moved to New York from someplace else. TransferWise wants to send the message that it celebrates that diversity.
“We wanted to show New Yorkers we understand them,” said Colby Brin, a senior writer at the company. “We had a message that resonated with people who weren’t native New Yorkers but had made themselves New Yorkers because they moved from a different state or different country.”
More in Marketing
Walmart adds AI-generated audio summaries to select product pages
Walmart has added such audio summaries to product pages on its app for more than 1,000 premium beauty products.
Digiday+ Research: Advertisers diversify their use of DSPs, to Amazon’s benefit
Amazon’s DSP has seen a growth in advertisers’ use of and preference for the platform over the last year and a half, as others such as The Trade Desk and Google have lost some clout with advertisers.
How brands are trying to optimize, outsmart AI answer engines across the zero-click landscape
AI answer engines are prompting marketers to rethink strategies for brand visibility and content optimization in a rapidly evolving, zero-click search landscape.