Hologram of a bearded man, hands holding a phone showing "Quidco", man in beanie with banknotes falling on him
Submitted by MG Empower

Quidco #ItPaysToQuidco Cashback Incentive Creator Campaign

Influencer Marketing

MG Empower paired returning and new creators with paid lead optimisation to amplify a Quidco cash incentive in the UK, beating its impressions target by +204%.

+204%Impressions vs Target
£4KUGC Cumulative EMV

About the campaign

Quidco hired MG Empower to amplify its latest cash incentive with creators, and impressions beat target by +204%. Quidco is a UK cashback service, and this was the fourth campaign the agency ran for it. The goal was awareness, engagement and web traffic, carrying consumers from discovery through to consideration and sign-ups.

The agency used historic paid and organic data to re-engage creators whose earlier content had resonated with Quidco's audience. It added two new voices chosen for high click-through rates and strong community engagement. The brief was adapted for each group, producing two lines of narrative built on real cashback stories. The agency's media buying team ran lead optimisation targeting travel, finance, home and retail interests. The campaign ran under the hashtag #ItPaysToQuidco and combined paid and organic media.

The agency reports that the campaign beat all of its targets. Impressions came in +204% above target, and organic link clicks came in +306% above target. The returning creators prompted user-generated content with a cumulative EMV of £4K for Quidco.

Case in 60 seconds

Quidco had introduced a new cash incentive and needed paid and organic influencer media to carry consumers from discovering the offer through consideration to sign-up, which meant reach alone would not answer the brief.

Audiences already exposed to Quidco remember creators whose content worked on them before, so returning faces lift ad recall, while new audiences need fresh voices with proven click-through before they will consider signing up.

Real cashback stories and hero moments would give a plain cash incentive personality, with re-engaged top performers and two new creators each telling a separate narrative line about saving money while shopping online.

MG Empower used historic paid and organic data to re-engage top-performing creators and add two new voices, adapting the brief for each group, while its media buying team ran lead optimisation against travel, finance, home and retail interests under #ItPaysToQuidco.

MG Empower reports that every target was beaten, with impressions +204% and organic link clicks +306% above target, and that the returning creators prompted user-generated content carrying a cumulative EMV of £4K for Quidco.

Strategy Breakdown

Quidco's existing audience of previously targeted consumers, plus new audiences reached through two new creators, with paid targeting against travel, finance, home and retail interests.
A cash incentive is a functional offer with little story in it, so Quidco needed creators to add personality through real stories of real savings before consumers would move from discovery to sign-up.
Quidco is positioned as the best way to save money while shopping online, and every piece of creator content was built to reinforce that single message around the new incentive.
Consumers who saw earlier Quidco creator content are more likely to recall the brand when the same creators return, so re-engagement served recall while new voices served consideration among new audiences.

Creative & Execution System

Partners

  • MG Empower

Results & Evidence

MetricValue
Impressions vs Target+204% on impressions
Organic Link Clicks vs Target+306%
UGC Cumulative EMV£4K EMV

Why MG Empower's strategy worked

  1. 1

    Re-booking creators whose earlier content performed with the same audience lets a repeat client build on memory, because consumers targeted before recall the faces and the message arrives already partly familiar.

  2. 2

    Selecting new creators on click-through and community engagement evidence, rather than following size, ties the casting decision to the sign-up goal, so new audiences meet voices already shown to move people to act.

  3. 3

    Splitting one brief into two narrative lines for returning and new creators keeps the content honest to each group's relationship with the brand, while both lines still carry a single message about saving money.

  4. 4

    Pairing organic creator content with paid lead optimisation against interest groups such as travel and finance lets the same stories reach likely sign-ups, which matters when the objective is quality traffic and not only impressions.

Related Case studies