[White Paper] The Currency of Caring

Context

For a long time, Ria had faced a thought leadership challenge: sharing valuable insights without taking advantage of customer data. The solution was partnering with We Are Testers to conduct interviews and surveys with over 1,000 migrants from more than 20 nationalities in key markets.

Based on the results, I authored The Currency of Caring, a 72-page thought leadership white paper covering cultural money transfer habits, the emotions tied to sending money home, the motivations behind the decision to migrate, and the adaptation and integration process and how it leads to shifts in identity and belonging.

Throughout the study, I was also able to incorporate customer stories from The World We Share series—a compendium of customer interviews I had overseen since 2019—resulting in a citable and effective deliverable.

My role

• Authored the white paper

• Defined narrative architecture based on results from 1,000+ survey responses and focus group interviews

• Designed and orchestrated launch and subsequent content plan for the rest of the year

• Co-led internal stakeholder presentations on key findings alongside Comms Director

Goal

Explore the emotional, social, and economic impact of remittances on migrant families, while establishing Ria as a company that understands the human dimension of its business and cares enough to build products that respond to real pain points.

→ Read the white paper in full.

Results

The Currency of Caring resulted in close to 1k organic downloads, was commended by partners and industry leaders on LinkedIn (such as CFOs, VP Sales, CEOs, and senior business leaders) and garnered the following organic results on LinkedIn:

• 35k+ impressions

• 4.6k+ engagements

• 11.52% CTR

• 13.27% engagement rate

The report itself is now used in sales enablement, is referenced by external and internal stakeholders, and is the most substantial piece of thought leadership in Ria’s history.