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

The Challenge

Australia's remittance market was highly saturated, with 90 per cent of migrants using established competitors. Remitly needed a tailored strategy to build credibility and establish deep trust within competitive diaspora markets across the country.

The Strategy

The brand moved away from traditional broad messaging to deploy a hyper-targeted creator approach. The strategy focused on partnering with community-embedded micro-influencers who possessed deep cultural authority and organic trust within local migrant communities.

Execution and Innovation

The team deployed 29 micro-creators deeply connected within local Filipino and Vietnamese communities across Australia. Running over two months on TikTok and Instagram, creators combined personal storytelling with functional product proof points to showcase how Remitly keeps families connected across borders.

Results

The campaign delivered exceptional commercial performance, generating nearly 20 million views, a 156.3 per cent reach rate, and over 1,100 new user sign-ups. Crucially, the strategy drove a 56.6 per cent uplift in new customer acquisitions.

Judges' Verdict

"Incredible campaign – from insights to results, and well-considered execution, this reads like a textbook study of influencer use and marketing."