Shutterfly Launches “Make It a Thing” Brand Campaign to Unleash the Creator in Everyone, Showcase New Brand Positioning

The integrated brand campaign, created with AOR Mischief  No Fixed Address, showcases Shutterfly’s unique power to transform everyday experiences into treasured items of meaning

Shutterfly, the leading ecommerce retail and manufacturing platform for personalized products, announced the launch of its new “Make it a Thing” integrated marketing campaign, which amplifies the brand’s new positioning, captures all that’s possible on the Shutterfly platform and appeals to a broader set of consumers. Launching October 1, the multimillion-dollar campaign seeks to shift the paradigm from what you can make on the Shutterfly platform to the emotional benefit of creation and self-expression.

“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.”

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“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”

The “Make it a Thing” campaign showcases the power of creativity and self-expression and how

Shutterfly enables people to transform objects into treasured items of meaning. This is the largest Shutterfly brand campaign to date between the mix of content and a fully integrated media plan, across online and streaming video, and leaning into social channels.

Beginning last month, Shutterfly officially kicked off a new evolution of the brand positioning with a fresh brand look-and-feel, bringing to life modern color palette and illustrations, which add emphasis to product use case. 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.”

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The new brand campaign comes on the heels of the recent acquisition of Spoonflower, Shutterfly is increasing the depth and breadth of what people can create, customize and buy on its platform to now include wallpaper, fabric and more home decor choices. By joining forces, Shutterfly is connecting more than 21 million active users to more than 1 million designs by independent artists in the Spoonflower global marketplace.

The “Make it a Thing” campaign launches on October 1. 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.

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