Cash Converters: conversion and awareness

An annual two step plan on Facebook to bring sellers and buyers into 34 stores. Stores with geotargeted campaigns sold 2X more in the promoted ranges.

Community Management

Content

more products sold in stores with geotargeted campaigns

stores covered by the annual campaign plan

client

Cash Converters

Pillar

Media & Performance

short sumary

Stores covered by geotargeted campaigns sold 2X more products from the promoted categories than the other stores. blue2purple built Cash Converters an annual two step plan on Facebook, inviting people to sell first and to buy second, so that stock stays supplied ahead of every selling push. An awareness strand and a community strand run alongside it, across all 34 points of sale.

Cash Converters wanted to grow its social presence on Facebook to drive footfall into stores.

The retailer's objective is to increase awareness and sales around its 34 stores, through ongoing communication and one off campaigns.

Leader in second hand in Belgium since 1996, Cash Converters faces one clear difficulty: bringing two very different profiles into the stores, buyers and sellers. Driving traffic to the points of sale and building the stock are the two big issues.

Alongside that sits a challenge tied to the brand's digital image. It has to be distinctive enough for Cash Converters to be recognised easily in online advertising.

The solution for reaching those objectives was to design an annual campaign plan in two steps.

First, we invite customers to sell the items they no longer use. Then we invite them to come and buy, following seasonal themes. That way the stock is always well supplied for the selling campaigns.

In parallel, an awareness strand built on the brand's USPs and a community strand were put in place, to anchor the brand in the daily life of Belgians and build the Cash Converters reflex.

Buyers and sellers alike come into the stores, which results in well stocked shelves.

The retailer now also benefits from a social presence that is relevant, impactful, consistent and well crafted. The strategy is in line with the brand's positioning and contributes strongly to top of mind presence, since we work around all 34 points of sale.

Stores that benefited from the geotargeted campaigns sold 2X more products from the promoted categories than the other stores over the period considered.

blue2purple - Cash Converters story ad in French showing a man holding a wallet full of wheat

blue2purple - Cash Converters story ad in French about eco-cheques with a woman holding a phone and banknotes

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What our clients say.

Alina BuckE-Commerce Manager

Strategy & Inisghts

Media Activation

Data Intelligence

An extension of the in-house team

What I appreciate most in our day-to-day collaboration is how straightforward and transparent the blue2purple team is. Campaigns are proactively optimised, questions are answered quickly, and even on short notice requests I can rely on a fast and thoughtful response. It feels less like working with an agency and more like working with an extension of our own team.

Leander SaileHead of Digital Marketing

Strategy & Inisghts

Media Activation

Data Intelligence

Media that answers to business goals

"In blue2purple, we've found a partner that doesn't treat digital media and performance marketing as an end in itself but consistently focuses on our goals. What makes the collaboration so valuable to us is the combination of strategic thinking and reliable execution. We receive honest recommendations instead of off-the-shelf solutions, and on every project, we can feel that our success is the team's own ambition too."

Quentin Ginoux

Strategy & Inisghts

Creative Content

A partner that challenges assumptions

At Cash Converters Belgium, we have worked with the MMKM team (now blue2purple) for several years and have always valued their strategic vision, their ability to challenge assumptions and to keep evolving their recommendations. We are excited to see what this new chapter has in store!

Margaux PierresCoordinatrice Marketing & Communication

Strategy & Inisghts

Media Activation

Creative Content

A social strategy that feels like Färm

"Our biggest challenge was creating content for all of our stores, each with the right social media codes. MKKM, now blue2purple, understood the essence and values of Färm and translated them into a strategy that feels like us. Creative, responsive support that we rely on every day to grow our community."