‘We want to be in the places where they’re going to be’: How Shutterfly is reintroducing itself to younger shoppers

Shutterfly has recently rolled out its largest marketing effort to date. 

Since late last year, the California-based photography product service company has been ramping up its social media, streaming and online video efforts. It’s part of the brand’s redirection to promote Shutterfly’s newly expanded offerings, like graphic prints and designs. It’s also a play at introducing itself to newer, younger and Gen Z audiences said Craig Rowley, Shutterfly’s CMO.

“People are consuming media differently,” Rowley said, adding that the brand has to adjust its media mix to where consumers are spending their time, like streaming services and social media. “They’re showing up in different environments and we want to be in the places where they’re going to be.”

Shutterfly is not alone. As the pandemic has continued to push people to spend more time online and in front of the television for streaming, brands like Edible Arrangements and Vivid Seats have also looked to digital video to diversify their media mix and get in front of more shoppers.

The shifted media mix launched alongside Shutterfly’s “Make it a Thing” campaign last October, boasting more digital and streaming video than prior campaigns. The campaign, created in partnership with branding and marketing agency Mischief features 30-second spots portraying potential Shutterfly gifts, like family photo Christmas tree ornaments. 

The company has also punched up its social media advertising spend, especially on TikTok and Snapchat, per Rowley. The “Make it a Thing” campaign and digital marketing efforts that surround it make it the brand’s largest effort to date, he added.

It’s unclear those ad dollars are spent as Rowley declined to provide further details. However, the CMO said that Shutterfly’s ad spend is up year-over-year. In the first half of 2021, Kantar reports that Shutterfly spent more than $47 million on media. Throughout 2020, the personalization company spent about $26 million on media, slightly down from the $34 million spent total in 2019.  Those numbers do not include social media as Kantar does not track those figures.