Who are we, really?
Shutterfly Persona Development
The Objective
In 2018 growth became stagnant and new customer acquisition was on the decline. The Chief Marketing Officer spearheaded a refresh of the brand’s customer segmentation research to identify new opportunities for market penetration. This meant branching out, creating new personas, reframing strategic marketing initiatives and pushing this new information out to key stakeholders.
The Approach
Phase 1: Set the stage for the new thinking by creating a sizzle video to be debuted at the company-wide Shutterfly All-hands. The intent of this video was to acknowledge the staleness of our demographic profile in a fun, light-hearted way, whilst subtly teasing the exciting research and new segmentation work to come. The video had no brief or solid direction, it was left up to us to do our thing. Enter “I am Pam.” A humorous, satirical spoof on our legacy demographic and how it’s time for her to evolve.
Phase 2: Develop and roll out new target segments. We did a deep dive into the research and data to come up with an approach to creating 3 distinct personas. Our goal was to educate and guide the teams to fully understand the what, the why and the how as we enter new territory. We built narratives and created character attributes that are informative, impactful, engaging and grounded in research.
The Work
Internal Activations
Concept ideation on how to engage our in-house teams, from creative and marketing to product and merchandising. We presented various creative concepts to educate and excite the organization with easy-to-use, easy-to-absorb, tactical collateral that made the reeducation of market segmentation fun and interactive.
