Building a UGC-First Creative Engine for a Global Brand

The Challenge:

MoneyGram® needed to scale their creative output on Meta without sacrificing quality. They wanted UGC-driven ads that could speak authentically to specific remittance corridors: USA to Philippines, USA to India, and USA to Jamaica, each with distinct emotional drivers and value propositions.

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The Solution:

We built a full creative system from scratch. That meant competitive research, corridor-specific messaging frameworks rooted in emotional family angles, scripting, sourcing and filming UGC talent, and post-production.

Every corridor got its own tailored approach: GCash integration for the Philippines, direct-to-bank for India, family essentials for Jamaica, all while maintaining a cohesive brand voice across markets.

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The Results:

The UGC ads became MoneyGram®'s top-performing creative on Meta, outperforming their existing assets. The creative system we built helped MoneyGram® scale to the highest volume of active ads in the US remittance market, more than double their nearest competitor.

The engagement proved that authentic, emotionally-driven UGC could work at enterprise scale, and the framework gave their team a repeatable system for future campaigns.