99 problems, back to school ain’t one
Shutterfly Back to School Campaign
The Objective
As customers prepare to send their children back to school, create a new awareness campaign and brand activation tactics for Shutterfly’s personalized products + designs. Shutterfly internal creative already had a legacy campaign that they were 90% going to run with. But with a new CMO and new leadership, the goal was to step in last minute and present a pitch deck of ideas for the campaign that were outside the “norm” and could lean into new media, strategies and activations.
The Approach
The approach was really about presenting the client with a diverse set ideas, a wider range of strategic thinking and more robust marketing activations, all rolled into 5 different concepts and executions . It was important to be relevant, energetic and appeal to younger moms, while also coming up with ideas that the “back to schoolers” could identify with and say “that’s cool, we want that!”
The Work
