Bless Payments
Bless Payments is a money transfer platform built for migrants, by migrants. While their product offered speed, trust, and simplicity—its presence in the market didn’t reflect that. They came to us with a clear objective: lower acquisition costs, build credibility with migrant audiences, and make the brand unmissable.
What started as a single campaign engagement evolved into a full strategic partnership across brand, creative, media, and content.
Client
Bless Payments
Year
2025
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The Brief
Bless wasn’t suffering from a bad product. It was suffering from being overlooked.
With app download costs topping $50, brand awareness fragmented, and a category dominated by slow incumbents and hidden fees, the task was clear: We needed to move Bless from the background to the forefront.
But with migrant communities, trust isn’t built on promises. It’s built on relevance, truth, and cultural fluency. That became our strategy.
The Strategy
We built a full-stack marketing ecosystem from the ground up, anchored in five principles:
- Brand clarity beats generic performance marketing.
- OOH should punch up, not just fill space.
- Community trust is earned, not bought.
- Messaging must reflect lived reality, not brand fantasy.
- Every dollar spent should move culture, not just clicks.
Campaigns were structured in three phases:
- Disrupt the legacy providers.
- Clarify Bless’s value proposition.
- Connect through emotional, cultural storytelling.
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The Work
The Work
Phase 1: Western Onion Campaign
We launched with satire.
A cheeky OOH and digital campaign that had some fun in delivering a simple message. Poster.
The message was clear:
Bless isn’t an upgrade. It’s a rejection of everything broken in remittance culture.
Phase 2: Compare the Pair
Next came the truth.
Train stations, bus shelters, and Instagram feeds were taken over by direct comparisons. Bless vs. the banks. Bless vs. the apps. Side-by-side breakdowns of speed, fees, and support. We removed abstraction and named names.
It wasn’t just informative. It was confrontational in the best way.
Phase 3: A Slice of Home
After fire comes warmth.
Filmed across migrant-owned bakeries, restaurants, and local venues, A Slice of Home captured what "sending money" actually means—supporting family, preserving tradition, and staying connected.
Each piece was rooted in emotion, not performance marketing. From documentary-style social content to venue collaborations and creator partnerships, Bless positioned itself as a brand that knows the feeling.
This wasn’t nostalgia. It was lived experience.
The Engine: Street Interviews, UGC, and Influencer Trust
Parallel to campaign phases, we built a content pipeline of:
- Real street interviews across Sydney and Melbourne
- Multilingual influencer partnerships
- Always-on content in Arabic, Hindi, and Urdu
- Collaborative posts, community quotes, and culture-led hooks
Bless didn’t just appear on the feed. It became of the feed.
The Impact
- App download cost reduced from $50 to under $3
- Organic engagement hit 30K–450K+ views on multiple assets
- Significant uptick in brand mentions and social shares
- Street-level awareness within targeted audiences
- Solid foundation laid for further expansion and loyalty programs
But more than the numbers, we built something else:
Presence. Credibility. Ownership of narrative.
What Came Next
What began as a single campaign brief became a yearlong partnership across campaigns, content, paid media, and brand rollout. The trust built in Australia set the stage for Bless’s entry into new markets like Canada—using the same strategy: speak the truth, show up with culture, and never underestimate your audience.
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