Campaign in a Nutshell
Scroll down for a snapshot of a launch campaign my team and I executed for Cloud Reporting, a cloud-based tool to help salon and barber shop owners access their reporting—and make sense of it—from anywhere, on any device.
Encourage take-up of the new feature among existing customers while also driving new business.
Creating interest and cut-through with this particular audience is notoriously difficult with technology features.
Riffing on the idea that the feature helps users make sense of their numbers, we decided to make 100’s and 1000’s the visual focus of the campaign to capture interest with something unexpected.
Here’s how we made it happen…
A large focus of the campaign was two bite-sized videos designed with social media in mind.
To drum up interest before the launch, we organised a mail out to our customer base sending 100’s and 1000’s and other lollies teasing that an exciting announcement was coming.
To continue getting the word out pre-launch, we sent twenty customers with relevant followings a PR kit, most of which were shared on social using our campaign hashtag.
Traffic from all elements of the campaign was driven to one of our landing pages. Check out one we built for leads here.
Our goal was to highlight the software itself, shining a light on the simplicity of the user interface with graphics guaranteed to stand out in the feed.
To add some social proof to the campaign, we approached a well-known Brisbane salon owner to take part in a case study explaining how the feature had helped him grow. Check it out here.
A key part of our campaign was paid advertising across Facebook and Instagram. The campaign targeted both existing customers and the broader industry, either directing users to a landing page explaining how to use the feature, or capturing their info as a lead.