High Street retailer Cash Converters (CCUK) won Best Online Marketing Campaign at the Franchise Marketing Awards 2013 (FMA) last week.
CCUK’s, which sells pre-owned goods and financial services, was handed the honour was announced at the British & International Franchise Exhibition on Friday.
The company’s chief executive David Patrick said: “We have had a hugely successful year and are so proud to have won this accolade at such a high profile event. 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.”
The award recognises the industry's most innovative and effective marketing campaigns and although a finalist in the Best Website, that accolade went to the drain maintenance franchise Dyno.
The Cash Converters innovative campaign around Movember, the so-called ‘Tash Converters’ campaign, allowed the uploading of pictures to the internet, with the best submissions picked out and featured as the ‘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.
The company also used social media to run competitions and viral games, giving people the chance to win money to spend at the Cash Converters Webshop. In just two weeks the promotion saw an additional 5,500 unique visitors to the site. A collaboration with Hull City and Motherwell FC and email campaigns broadcasts alerting registered customers to products, services and offers also resulted in higher click-through rates.
Richard Livesey, CCUK head of marketing at, said: “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.”