Cloud Reporting launch

Shortcuts was the market leader in salon software, but they were losing market share to emerging software providers.

They needed to launch their Cloud Reporting feature, drive feature adoption, and challenge market perceptions that their technology – and brand – was outdated.

The campaign centred around the idea that using the new reporting feature would help salon owners build a #sweeterlife by providing them with the visibility they needed to drive business growth.

It included some delicious tactics that piqued clients’ interest and encouraged product uptake.

Teaser: A social media quiz inviting people to find their “perfect match” on Valentine’s day – aka a sweet that most aligned with their personality type.

Direct mail: We sent 1000 of our most engaged clients a packet of cloud sweets, and our 10 most influential clients a box of cookies.

Social sharing: Each gift included a poem inviting clients to share a photo on Instagram with the hashtag #sweeterlife for the chance to win a Sunday session with their team.

Launch: Ten days later we announced the Cloud Reporting feature via a highly creative and attention-grabbing launch video that challenged perceptions of the brand.

Supporting activities: Email, social media, PR and advertising all formed part of the wider campaign to generate excitement about this very sweet surprise.