Stay Close: How Niche Creators Helped Remitly Win Two Diaspora Communities in Australia

The Challenge

Australia's remittance market was saturated and fiercely contested, with nine in 10 migrants already using competing services. Remitly needed to break through this crowded market and build genuine credibility within key migrant communities to drive growth.

The Strategy

Instead of broad mass-media advertising, the strategy focused on deep cultural nuance and community-led advocacy. Remitly partnered with 29 micro-creators deeply embedded within local Filipino and Vietnamese diaspora communities in Australia to foster authentic trust.

Execution and Innovation

Over two months on TikTok and Instagram, the creators executed a phased content programme under Remitly's "Stay Close" platform. They paired emotional personal storytelling about maintaining family connections abroad with clear, functional product proof points to demonstrate the service's reliability.

Results

The campaign delivered exceptional results, generating nearly 20 million views, a 156.3 per cent reach rate, and 1,139 new user sign-ups. Crucially, the strategy drove a 56.6 per cent uplift in new customer acquisitions, establishing Remitly as a preferred money transfer brand across both communities.

Judges' Verdict

"This entry demonstrates the value of interpreting data to fully understand business needs, with strategic insight that has depth and allows creators to bring their personal stories."