Anything Flys with Shutterfly

With the Anything Flys Campaign the Shutterfly CreativeTeam was able to customize the messaging to different audiences. The Shutterfly Demand Landscape team (Karen Higgins) identified two consumer groups. Our Core Customers (40-50) loyal and not an entirely saturated group; ie, room for growth and the Experiental Explorers (30-45); new customers to engage.

This enabled us to get the right messaging to the right customers: “Any Perfect Picture Thing”/Core and “Any Drunked Holiday Hat Thing”/ Experiental. This coupled with solid product differentiation messaging of “Best Card Ever” / “Lay-Flat Photo Books” etc, enabled us to address what was unique about the Shutterfly product offering.

My team also took the campaign and extended it to the numerous sales that mark the season; “Cyber Monday” etc. We had a 9% revenue increase in Q4 2019.

Agency: Argonaught SF / Creative Director Campaign Beth Ruggiero Creative Director Digital, Timothy Jones / Art Director(s) Gabi Anderson, Andrew Kim, Christina Clugston / Copy Alex Peterson