A Belgian public service
Internal communications analysis
Internal communications analysis
CASE - insights-driven thought leadership
Raising awareness about hidden fees in international transactions and the multi-currency card solution: that’s what Wise and Charly PR did by leveraging compelling data and survey results. This established Wise as a thought leader, boosting brand awareness through earned PR in Belgium.
"People can’t see how much margin banks take on international transactions and how much their card payment, transfer or cash withdrawal really costs. Those transactions are far from transparent."
Magali Van Bulck, Head of EMEA Public Affairs at Wise in Het Laatste Nieuws, Belgium's most popular newspaper
CHALLENGE
To make people and SME’s consider a solution
The Wise multi-currency card is the perfect cure for unnecessary costs associated with payments and ATM withdrawals outside the euro zone. It offers fast, simple and secure money transfers abroad and… eliminates hidden fees.
But why would people use the solution if they’re not even aware of the problem? That’s why Wise teamed up with the thought leadership experts at Charly PR. ...
STRATEGY
First expose the problem
To generate newsworthiness and establish Wise as a thought leader, we decided together to leverage data. Belgian media love data and insights, making it an ideal tool to position Wise as an expert in their field.
The data came both from within Wise and external sources. Wise first calculated the amount of money lost by small businesses and consumers in 2023 due to hidden fees. Then as a team we set up surveys - first about people’s knowledge of payments abroad, hidden fees, and multi-currency cards. Later, and in consultation with Wise, we addressed topics like studying abroad (and parents’ financial concerns about this).
We used these insights in three phases, each accompanied by a press release and extensive lobbying with our media network in Belgium. We also monitored the media, seizing opportunities to link the insights to news.
IMPACT
Massive quality coverage
We built relationships with journalists and increased their knowledge about Wise, resulting in a steady flow of continuous quality coverage. Both in business & finance (L’Echo, De Tijd, Knack Trends, Knack Le Vif Trends Geld & Beleggen, Business AM, FD Magazine, ...) and general media (VRT NWS, De Standaard, Het Laatste Nieuws, Het Nieuwsblad, Het Belang van Limburg, Gazet van Antwerpen, Libelle, La Libre Eco, 7sur7, La Dernière Heure, Qmusic, JOE, Radio Willy).
The coverage included a lot of interviews with Wise’s head of EMEA public affairs. In total, the campaign had a reach of 16 million over a 6-month period.
The case is also nominated for a European Excellence Award 2024.
Want to become a thought leader in your field? We’ll find a way!
