CCAS In this feature digital campaign social media survey CTSI had encouraging feedback when it took to social media to spread the word about CCAS, explains Ivy Hughes First impressions count A digital campaign by CTSI to raise awareness of the Consumer Codes Approval Scheme (CCAS) has been a success. Consumers want to know that the traders they use will go above and beyond legislative requirements to protect their rights as customers, but they are often confused about which of the many approved schemes in the UK to trust. For the rst time, the institute, code sponsors and code members embarked on a large-scale, comprehensive campaign using digital communication tools to promote the CCAS logo and brand, and to explain the range of benets that the scheme offers to British consumers and businesses. The campaign ran from 23 February to 9 March and was focused on social media and Google adwords, which direct people to targeted websites when they click on specic keywords. These adwords were evenly divided between each code sponsor and more than two million impressions were logged during the fortnight. A comparable two-week campaign to promote CCAS in 2014 received 178,922 impressions. Visits to the CCAS website also increased signicantly: on a typical non-campaign week, the site receives an average of 50 hits per day, whereas during the campaign it received an average of 1,000 per day. On Twitter, #tsicodes was used more than 270 times, with campaign messages reaching 392,704 users/accounts. It is our goal to make CCAS one of the best recognised, most trusted approved trader schemes out there and we are well on our way to doing just that To support the social media campaign, CTSI worked with code sponsors to develop articles featuring their members. Stories about will writing, debt management and health care appeared on the institutes blog, which received 945 views and 437 visitors. In the two weeks leading up to the campaign, the blog had received 811 views and 417 visitors. A YouGov CCAS brand awareness survey was also carried out after the campaign: 15 per cent of those surveyed recognised the CCAS logo, whereas only four per cent had done so before the campaign. Baroness Christine Crawley, chairman of the CCAS board, said: The online campaign was especially signicant and will continue to be as we grow the scheme. It was crucial in establishing, for the rst time, baseline data with which to measure our ongoing performance. It is our goal to make the Consumer Codes Approval Scheme one of the best recognised, most trusted approved trader schemes out there and we are well on our way to doing just that. The scheme minimises confusion for consumers and businesses in a crowded market place of approved trader schemes. The two-week push on social media has started a conversation about CCAS and driven trafc to the codes website; future campaigns will follow. For more information about the CCAS campaign, contact pressofce@tsi.org.uk Credits Published You might also like Ivy Hughes is a former senior Thursday 28 May, 2015 Building consumer condence May 2015 communications executive at CTSI. Images: Bloomua / Shutterstock To share this page, click on in the toolbar