Ukash: Protecting and building a social brand
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Transcript of Ukash: Protecting and building a social brand
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