Case Study: Remitly eases expat homesickness with Propellernet’s global tea campaign

Remitly earns 49 pieces of coverage across 14 countries with Propellernet

Propellernet partnered with Remitly to address a key emotional challenge faced by the customer's core audience of expats: homesickness. While Remitly successfully handles the financial aspects of sending money home, the challenge was to move beyond this transactional relationship and find a creative way to acknowledge and ease the universal feeling of missing home, particularly by meeting expats where their emotional need is greatest.

To solve this, Propellernet launched a global survey to identify the biggest triggers of homesickness and discovered food was a major factor. The vendor created a limited-edition tea collection inspired by iconic comfort foods from around the world. This campaign secured 49 pieces of coverage across 14 countries, reached an estimated audience of 564 million, and earned Remitly strong visibility in Google's AI Overviews for the search "tea for homesickness."

Remitly