Leading personalized photo products maker Shutterfly debuted the first fruits of the partnership with its new marketing agency, Mischief @ No Fixed Address, with its new “Make it a Thing” integrated marketing campaign.
Shutterfly officially kicked off a new evolution of the brand positioning recently with a fresh brand look-and-feel, bringing to life a modern color palette and illustrations, the company said, adding “The ‘Make it a Thing’ campaign signals the next chapter in this brand evolution work.”
“Every item made with Shutterfly has a backstory. That’s what makes it truly valuable,” said Greg Hahn, CCO and Co-Founder at Mischief @ No Fixed Address. “We wanted to bring that idea to life with a platform that could stretch across all types of media, and we’re excited to launch our first campaign with this iconic brand.”
“We want to inspire and enable people to create products that reflect who they uniquely are. In our research, we found that desire for more creative self-expression is shared with our existing customer base and within a younger demographic,” said Craig Rowley, Chief Marketing Officer at Shutterfly. “Many consumers know Shutterfly as the pioneer in online photo sharing and personalization, and now we’ve unearthed an even more powerful way to enable self-expression and help people create things with a deeper sense of meaning.”
The “Make it a Thing” campaign showcases the power of creativity and self-expression, the company says, adding the integrated marketing will be the largest Shutterfly brand campaign to date between the mix of content and a fully integrated media plan, across online and streaming video, linear TV, digital partnerships, audio and leaning into social channels, like Snapchat and TikTok to capture the younger target audience.
“Both newer and existing customers love the entire process of ‘creating something from scratch’ and believe that ‘their creations reflect who they uniquely are,’” Rowley told Adweek. ”So, the brand strategy shifts the paradigm from what you can make on Shutterfly to the emotional benefit of creation and self-expression—why you make it.”
The launch includes these four commercials: