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 in an overcrowded market and difficulty in delivering their core message.
With app download acquisition 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.
When they came to us the brief was direct: "we want you to lit a fire".
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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