Vintage Cash Cow: Combining two British pastimes and gaining national coverage
Generate national coverage and build a new audience
Vintage Cash Cow is a unique business. They value and buy unwanted items from customers all over the UK.
This relies on users looking in the attic or garage and digging out items that they no longer need or want but may hold some value. The users then send this to Vintage Cash Cow before receiving a valuation and offer to purchase.
Vintage Cash Cow's business model relies on customers reaching out to them with their old nicknacks. This needs them to be aware of Vintage and its services.
We knew once a user had awareness, the likelihood of them getting in touch was high. The trick was building awareness.
To date this had been done through social media, organic and paid activity had grown nicely over the past few years but to meet growth targets an accelerated approach was needed.
A royal competition
A campaign was designed around the royal family. This a topic that has driven high product value for Vintage Cash Cow in the past and one that we knew would gain traction.
We combined two favourite past times of the British public Monopoly and the Royal Family and created a unique one-off Monopoly Board. Knowing this would appeal to our target journalists and news outlets, and more importantly Vintage Cash Cows' primary audience.
The plan was to give this Royal Monopoly board away, along with plenty of other royal goodies, to one lucky winner who would enter via the proper means. We, therefore, created a landing page for users to enter;
To attract entrants a promotional plan focused on media coverage and social media.
A landing page has created the value of royal memorabilia, timing the launch with the infamous interview Prince Harry and Meghan Markle had with Opera.
Using this as a basis we created numerous press releases, pushing the headlines out in various ways to national and regional journalists.
We then support this using social media, uses targeted campaigns to push the competition to the target markets.
The response was great, with coverage in the Daily Express and Daily Star to name but a few.
Daily Express - Princess Diana 'infamous' dress sold for £260k - royals ‘most valuable’ personal items
Daily Star - Vintage Diana memorabilia could earn Brits thousands as 60th birthday demand skyrockets
In total the campaign generate;
- 39 pieces of coverage and 24 links
- 1755 competition entrants
- 650,000 additional site visits
The success of this campaign had multiple impacts on the client, driving new enquiries and leads, improving the backlink profile and driving brand awareness. A success all around.
The Results
39 pieces of coverage and 24 links
650,000+ additional site visits
1755 competition entrants
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
