CurrencyFair was founded to help expats exchange money at a fairer price than what banks and other exchanges offered. Having been in operation for seven years, CurrencyFair has helped customers exchange more than 4.7 billion euros, and customers have saved 170 million euros.
This service is ideal for expat travelers and business professionals, who often need to transfer large sums of money between currencies.
The Brief
The CurrencyFair team had two audiences they wanted to reach: recreational expats who still need to manage some aspect of their finances back home, and professionals who have to navigate the challenges of running international companies.
Recreational expats ranged from retirees receiving pensions or rental income to digital nomads who are working while traveling. Taxes, healthcare and budgeting are major concerns for this audience.
Expat professionals included people who were on assignment from work or were looking to expand their foreign operations abroad. For this audience, the currency exchange concerns were even bigger — these are the people who need to exchange money to put a down payment on a house or a new office, for example.
Our Strategy
We took an international approach to influencer marketing so that we could create content that was relevant for dozens of countries and the travelers who pass through them.
Still, we had to zoom in. So, we identified key regions and countries that would be of particular interest to readers. This made the content more useful and allowed us to provide specific information, not just general advice.
This niche approach also helped our team approach influencers. We were able to find locals in the area who were making a difference and deserved recognition for the work they were doing. Via this partnership, expats were able to connect with business and other experts who could speak to their unique needs.
The Content
