I'm currently overseeing the creative team for the Shutterfly brands in a big moment of transformation. A 25-year-old ecom brand, Shutterfly is beloved, but also has a slew of growing competitors across it's categories. With an aging core customer and waning brand recognition, we've been on a tear to up our brand relevance and cement our value proposition.
Talk to someone who knows Shutterfly and they instantly play back the value of our products. We don't sell mugs and cards and blankets and framed prints - we sell meaning. But we had never fully articulated that before as a brand. So for our 2024 holiday campaign, we used our biggest sales moment of cards and gifts to launch a larger brand platform "Make something that means something."
With multiple categories and lifecycle entry point moments, paid social is a crucial driver of both new and current customers to the site to shop. We use a mix of creator and more curated brand original content to tell a range of briefs. All of our original content is shot during larger quarterly ibrary shoots with our still and motion assets for site and all other channels for optimum efficiency.
CRM is a crucial part of the business. In addition to our regular batch sends driving promo and cross-category messages, we developed more intentional trigger email storytelling series. Focusing on the value propositions and inspiration opportunities within different category moments (like wedding or holiday cards) has allowed us to tell deeper stories in within a multi-category business.
