07 Mar Cloud Reporting launch
The brief
Launch our brand new Cloud Reporting feature, taking a disruptive approach to re-position the Shortcuts brand and ensure as many customers as possible signed up for this sweet new feature.
The approach
The entire launch campaign was centred around the idea that our new Cloud Reporting dashboard would help our customers create a #sweeterlife, by giving them visibility over the facts and figures that drive business growth, and ultimately making them more successful.
The imagery of 100s and 1000s was used throughout to create visual impact and to reference the idea of making 100s and 1000s in profits thanks to Cloud Reporting.
We began with a teaser on Valentine’s day, in the form of a social media quiz inviting people to find their “perfect match” – aka a sweet that most aligned with their personality type.
We followed up by sending 1000 of our most engaged clients a packet of cloud sweets, and our 10 most influential clients a box of cookies. Each gift had a poem inside inviting them to share a photograph on Instagram using the hashtag #sweeterlife for the chance to win a Sunday session with their team.
These activities were supported with email and social media activities to generate excitement around exactly what kind of sweet surprise was in store for our customers.
Ten days later we announced the Cloud Reporting feature via the attention-grabbing launch video, which was designed to create engagement on social media and to encourage our clients to think differently about Shortcuts as a brand.
We wanted to come across as fun, lighthearted and engaging, and to shift up the often-held perception that we were a boring, unrelatable software company.
We also wanted to drive action, via the landing page, encouraging as many conversions as possible.
Other campaign activities included social media ads, PR and advertising with trade publications.
The results
The campaign isn’t over yet, but we have already seen some big results!
- 77 quiz responses
- 247 customer enquiries via the landing page
- 4 new business leads via the landing page
- 190 white paper downloads.
We have also generated the following social media shares via our #sweeterlife competition, dramatically increasing reach.
- 26 Instagram posts
- 30 Instagram stories
- 3 Facebook posts.