www.Ukash.com www.AvoidOnlineScams.net

/paywithUkash

@paywithUkash

+Ukash

Protecting and building a brand March 2013 – January 2014

Brief Minimise negative associations with

the unconnected ‘Ukash Virus’

Create and develop existing social media channels

Streamline global customer

service queries

Raise brand awareness among a money-conscious audience

First, we needed to deal with the negative noise

We proposed, designed and developed a new website full of impartial information and

help on internet scams…

… with the backing of key online security specialists…

… and launched it to technology journalists, bloggers and news sites

A dedicated Twitter account helped us to listen and

respond to consumers hit by ransomware and share the latest related news stories

“Action Fraud are now evaluating AvoidOnlineScams.net as the preferred place to send ransomware victims for virus removal advice. Thanks for all

your help getting to this point.”

David Cox, Strategic Business Initiatives Manager, Ukash

And now to grow the brand…

Our social media strategy ensured that we catered for the existing male-orientated audience, while attracting a new, female fan base

with money-saving tips and fashion content

Facebook reach increased by 438% within six months

We worked with Ukash and its retail merchants to reward

customers and advocates...

…And a new Facebook app helped to streamline the

customer service process, reducing global customer

service queries by 66%

Then, we promoted the brand to new money-conscious audiences…

Students were a key target for Ukash, so we created a three-pronged campaign

around responsible spending, to expose the brand and its products to them.

Research, design and development of the University Cost Comparison came first…

.. And we shared the results with student sites,

universities and national personal finance journalists

This was followed with a socially-integrated

competition to engage the student community and find the UK’s Thriftiest Student…

We also discovered the greatest parental fears when their

children go to university, hitting further personal finance and

parenting sites with the news…

Conclusion

Avoidonlinescams.net is now an active hub of advice on ransomware scams,

regularly updated with news and promoted socially

Within six months, the brand’s new and existing social channels became more vibrant, with increased engagement,

regular rewards for brand advocates – and four times increased reach on Facebook

A dedicated customer service app now takes global users straight to the customer service

team, reducing social queries by 66%

Our student campaign and subsequent media outreach has hit an average of 100m online readers each month and generated over 700

social shares to date

There’s more to come... with further integrated PR and Social campaigns in 2014