Cash Converters win best digital campaign at Franchise Marketing Awards 2013

Cash Converters, the UK's leading high street retailer of pre-owned goods and financial services, has won Best Online Marketing Campaign and were announced as a finalist for Best Website at the prestigious Franchise Marketing Awards 2013 (FMA) on Friday 15th March.

CCUK scooped the accolades at the national ceremony which recognises the industry's most innovative and effective marketing campaigns.

The international retailer was announced as Best Online Marketing Campaign for its broad range of online and offline promotional activity which it uses to promote the brand and website, while supporting its network of franchisees across 220 stores.

In order to boost the brand and increase value for franchisees, CCUK ran an online campaign taking in social games, harnessing of sports sponsorship online, social networks, pay per click and charity fundraising.

The campaign was around three main focus areas:

  • Awareness: Building brand awareness online by harnessing their high profile sponsorship of Hull City and Motherwell FC and the PDC Player's championship event through social media channels.
  • Acquisition: New customers were acquired through Social, SEO, Google Products and Adwords campaigns which have produced a significant return, increasing total loan values by over 50 per cent year on year and 3,000 clicks per week with a conversion rate of nearly 3 three percent.
  • Retention: Current customers were retained with email marketing campaigns and online advertising retargeting. Email broadcasts telling registered customers about products, services and offers that were available online and in-store resulted in click-through-rates around 4 per cent, with an open rate of an exceptional 24 per cent.

Richard Livesey, head of marketing at Cash Converters, said: "Our social media activity has proved hugely successful, allowing us to deal with any customer questions or issues in real time. This has resulted in an increase in customer service enquiries, including sales requests, information regarding specific items and store opening hours.

"We have also used social media to run competitions and viral games, giving people the chance to win money to spend on Webshop. This promotion resulted in an additional 5,500 unique visitors to the site in a two-week period alone.

"The campaign was also designed to take advantage of key events in the calendar such as Wimbledon, the European Football Championships, The Queens Diamond Jubilee, the Olympics and Paralympics and Movember. We were then able to target posts and tweets at an already active and engaged audience, which in turn helped further the reach of campaigns."

To coincide with Movember, Cash Converters devised the 'Tash Converters' campaign. It allowed users to upload their own pictures and the best submissions were picked out and featured as 'Tash of the Week'.

During the four week campaign, tweets containing the #TashConverters generated 601,818 impressions. Two thousand users registered with the Facebook app, which enjoyed a peak weekly reach of 113,187.

Hull City and Motherwell FC played their match in limited edition Tash Converters shirts which were then auctioned for charity, further increasing the reach of the campaign. The promotion raised over £15,000 for Movember.

David Patrick, chief executive of Cash Converters, said: "We have had a hugely successful year and are so proud to have won this accolade at such a high profile event. Our comprehensive and structured online marketing campaign has been carried out throughout 2012, which has resulted in significant uplift in visitors, loans and sales on the platform. This initiative really supports and delivers real value to all our franchisees by promoting their services and products, enabling them to increase their revenue and footfall in store."

Cash Converters is the UK's number one retailer of buying and selling pre-owned goods and a financial services provider, with over 220 stores across the UK and 700 worldwide. As well as offering a place to shop for pre-owned bargains and sell unwanted goods for instant cash, it also provides a range of financial services including pawnbroking, financial services, cheque cashing, laybys and buyback.