Fleur Murphy | Fleur Murphy on Using Storytelling to Generate Leads
Well-told stories have the power to transform people's perceptions of the world - and of the brands they interact with. Storytelling is an incredibly powerful marketing tool because, regardless of whether you're a B2B or B2C marketer, you're selling to people. And guess what? People like stories.
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Success Stories campaign

The brief

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

The process

Well-told stories have the power to transform people’s perceptions of the world – and of the brands they interact with. Storytelling is an incredibly powerful marketing tool because, regardless of whether you’re a B2B or B2C marketer, you’re selling to people. And guess what? People like stories.

Ultimately, though, a story is only as good as the impact that it creates, and this campaign needs 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