The World We Share
Context
While Ria had been active for 30 years in the industry, their brand recognition was low. They needed a project that would solidify their brand identity without losing sight of their values and their differentiator: not just a money transfer operator, but a company built by migrants, for migrants.
For me, the answer was clear: showcase the lived experiences of their customers while also taking the opportunity to get to know them better. Instead of building case studies, I wanted to let the migrant journey speak for itself and see how the hardships and successes connected with the business.
I began conducting customer interviews in 2019 armed with nothing but a phone for recording and a trusty photographer. I met with customers from the Philippines to Colombia, resulting in a compendium of stories we called The World We Share. This series has now become a multimedia project that has become synonymous with Ria, garnering the interest of customers, employees, agents, and partners.
→ See more of The World We Share here.
My role
Development of project charter and project management
Identifying key corridors and liaising with retail teams to secure interviews
Conducted on-site interviews of over 30 customers, employees, and agents
Oversaw project continuation, now including video testimonials
Planned and executed content strategy around series
Key Results
The World We Share evolved into a long-running, multimedia storytelling platform spanning four continents and more than 20 nationalities, reinforcing Ria’s identity as a migrant-first brand and deepening emotional connection with customers, agents, and partners.
In its seven-year run (and counting), The World We Share has become an onboarding staple for new hires and a recurring tool for sales and marketing for pitches, outreach, paid campaigns, and organic social media growth.
In fact, the series played a pivotal role in shifting brand perception, putting Ria’s best foot forward in the eyes of partners and regulators, which helped land collaborations with ESG-focused institutions like national banks and post offices. The team still receives constant requests from partners and internal stakeholders to develop corridor-specific versions for their own markets.
