THE ASK:
In partnership with NYC-based agency The Third Place Creative, The City Unlimited was brought on to produce a multilingual, U.S.-based regional campaign for Tap Tap Send, targeting diaspora communities from the Philippines, Pakistan, and Nepal. The objective was to tell authentic, emotionally resonant stories of real Tap Tap Send users—small business owners and workers—who regularly send money back home. The content needed to serve both brand storytelling and performance marketing, with assets tailored to diverse audiences across platforms.
THE DELIVERY:
We produced three multilingual hero videos, one per region, each centered on a real Tap Tap Send user. From those, we developed:
15 Social Cutdowns (5 per hero), each reconformed for 16:9, 9:16, and 1:1
15 Regional CTA Videos (5 per country), also formatted for all three aspect ratios
3 Hero Videos, reconformed across 16:9, 9:16, and 1:1
Performance Marketing Design Assets to support paid and organic campaigns
In total, 33 video assets and supporting visuals were crafted to scale across Meta, YouTube, and digital platforms. With a blend of docu-style authenticity, multilingual voiceover, and cultural specificity, the campaign resonated deeply with diaspora communities—bridging connection and conversion through real human stories.