The Fletcher Group is thrilled to be recognized, alongside our client Blackhawk Network, with a “Best-in-Category” honor in the ‘Best Marketing Campaign’ category by the 2017 Pay Awards.
Blackhawk Network delivers one of the broadest selections of gift card options in the industry to consumers through its brands Gift Card Mall, Cardpool and GiftCards.com. To help drive brand awareness and consumer preference for those brands, Blackhawk turned to The Fletcher Group to manage a robust consumer-facing public relations program that supported its in-house marketing and advertising strategies that drove monstrous results throughout 2016:
Coast-to-coast media coverage: 570+ news stories in top-tier outlets ensured GiftCards.com, Gift Card Mall and Cardpool.com were included in nearly every story that mentioned gift cards, all year long. Earned news coverage created third-party credibility, connected the brands to consumers, as well as improved and supported both aided and unaided awareness.
Dominated share of voice: The Fletcher Group’s approach led to Blackhawk Network’s brands dominating share of voice over competing brands, and kept GiftCards.com, Gift Card Mall and Cardpool as top choices for consumers interested in purchasing gift cards.
Content marketing through year-round brand integration and paid syndication opportunities that gave Blackhawk Network complete control of messaging, timing and delivery to further support campaign efforts and business goals.
Influencer outreach and thought leadership at shows and networking events that positioned Blackhawk Network spokespeople as go-to gift card experts and media sources.
The annual Pay Awards honor excellence in prepaid and payments technology worldwide. The awards are presented annually by Paybefore, whose publications are a leading source of industry information for payments executives. Blackhawk’s consumer campaign was selected by an expert judging panel from a field of global entrants.
For more insight on this award-winning marketing campaign, click here.