App Visibility Surge for Western Union

Client: Western Union

In 2023, Western Union was in the midst of app stagnation. As its competitors optimised their app store presence to entice new users, Western Union’s app was gathering dust in the depths of app stores.

With the success of their competitors in full focus, Western Union set Performics @ Starcom a brief: to revamp its app store optimisation processes and increase app visibility. The team needed to not only handle the initial optimisation but lay the groundwork for a future of successful app performance. Performics @ Starcom launched a multi-market Visibility Surge strategy to meet the client’s ambitious targets. By deep-diving into search behaviour, keyword hypertargeting, and customising the strategy for each region, the agency delivered a dynamic optimisation cycle with astounding results. The campaign was a resounding success, with Performics @ Starcom far surpassing their targets with a dramatic increase in visibility across nine different markets. The campaign achieved an impressive increase in visibility on iOS and Android, with the average number of downloads also rising. The client was delighted, and Western Union shot from app store obscurity to superstar status.