EasyFX #WomenWhoTravel

The Challenge

Tell someone a story, and they may listen; make someone a part of that story, and they will believe. We don’t just broadcast, we allow your customers and potential customers to be a part of the brand story. This is a key part of Ethical Transformation, we look at everything from team diversity, impactful communications to products and services -  helping organizations unlock demographics that may otherwise be ignored. That’s what we did to help relaunch our client EasyFX, a prepaid multi-currency card. When relaunching the EasyFX brand we noticed that there was a lack of diversity within stock photos used by the travel industry, particularly where representations of women were concerned. We realised we could make an impact in this area whilst also capturing the attention of our new target market and positioning ourselves as an innovative and switched-on brand.


What we delivered

In a bold move, one month after relaunching EasyFX on International Women’s Day, we launched the #WomenWhoTravel campaign. This campaign called on diverse women around the world to share their travel photos on Instagram under the banner of#womenwhotravel. The idea was to dismantle the usual stereotypes of travelers as exclusively white males, and show a more realistic and diverse representation of this demographic.


The result

This campaign sparked global interest and we received images from locations all over the worldlike Eritrea, Canada, and Thailand. For a new brand with a smaller following, the results were astounding: EasyFX Facebook engagement increased by 4000%, web traffic from social media increased by over 2000% during the campaign and we had over 5000 visits to our profile on Twitter within our second month of launch. This demonstrates the power of combining industry expertise with an inclusive mindset to create bold, socially-aware marketing strategies.