January 2019 Success Stories campaign

The brief

Generate leads and sales, and reinforce our position as industry leader by showcasing our customers’ stories.

The process

Harnessing the power of storytelling is one of the most effective ways to build a meaningful connection and communicate purpose with authenticity. Whether it’s the hero’s quest to overcome the impossible, or the joker building bonds through humour, these archetypal tales have the power to transform people’s perceptions of the world – and of the brands they interact with.

Ultimately, though, in marketing, a story is only as good as the results it generates, and our success story campaign needed to achieve something tangible: an increase in high quality leads.

For this campaign, I chose a variety of customers with inspiring yet relatable stories, as I wanted to present success as something that is attainable and within reach (with the help of Shortcuts’ software).

From the power couple achieving the highest heights while battling terminal illness, to the young gun barbershop owner, to the award winner who lost everything in a salon fire – each story connects at an emotional level to help build trust in the Shortcuts brand.

I was conscious to weave Shortcuts’ products and features through each story without letting them become the focus. This enabled me to convey how we can help business owners, while ensuring that the pure entertainment value was retained.

This campaign is being delivered across tried and tested media channels including industry publications and Facebook advertising, as well as new ones such as Instagram Stories and Facebook Live. All activities will be A/B tested where possible to maximise results.

The results

This campaign goes live this week, so watch this space!

Video and photos: Krista Eppelstun