Fleur Murphy | Fleur Murphy on QuickFix marketing campaign for Shortcuts Sofware
If content is king, then video is the grand old duke of all marketing mediums. At Shortcuts, our target market of the hair and beauty industry is a highly visual audience that laps up any video content we can send their way.
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QuickFix campaign

The brief

Increase brand awareness and engagement, and grow our email marketing database, by creating and implementing a truly multi-channel marketing campaign.

The approach

If content is king, then video is the grand old duke of all marketing mediums. At Shortcuts, our target market of the hair and beauty industry is a highly visual audience that laps up any video content we can send their way.

Our Australian YouTube channel has had a whopping 34,000 views in the past year, and it’s no secret that video posts get the highest reach on Facebook, which happens to be our most engaged social media channel.

Armed with this knowledge, and a little extra advertising budget thanks to my proven track record, it was only natural that our latest marketing campaign would be centred around video content.

We decided to build a campaign around our co-founder Jo Burgess, who started Shortcuts more than 20 years ago and is highly influential in the Australian hair and beauty industry. Jo is something of a famous face, and I wanted to build on this by making her the true face of Shortcuts.

Together, Jo and I created the QuickFix campaign, a series of informative question-and-answer style videos, to help business owners across our industry understand how technology can help them, regardless of whether they are using Shortcuts. Check them out here: www.shortcuts.com.au/quickfix.

We used the following channels to reach our audience and build engagement:

  • Sponsored eDMs via Instyle Magazine
  • Facebook advertising
  • Facebook posts
  • Linkedin posts
  • Twitter posts
  • eDMs to our existing database.

The results

At just $1600 per episode including filming, editing and digital advertising, this campaign has been a cost-effective way to to reach out to our audience and reinforce Shortcuts’ position as the leading Australian software provider for the hair and beauty industry.

  • $20,492 in new sales
  • 9,616 landing page visits
  • 172 subscribers to the series
  • 44 enquiries from business owners
  • 61,600 video views from Facebook ads
  • 642% increase in Facebook engagement
  • Incredibly positive feedback across the industry.