Shutterfly (rebrand)

When we pitched Shutterfly, they asked us to grow their relevance with a younger audience. Drawing inspiration from the way we share content on social media, we positioned Shutterfly as a tangible extension of your photo-sharing habits online. Any memory, any meme, anything that helps you connect with your people…

Launching during the holidays, Anything Flys first had to push off the tired, picture-perfect perception of holiday cards. The resulting campaign reversed a multi-year sales decline and drove double-digit growth with a younger audience Shutterfly had struggled with for years. Our launch spot also tested in the top 5% all-time in Nielsen’s Neuro database. So…yeah.

But my favorite metric came as a result of the vignette below, which featured a grandfather assembling a holiday card his grandkids sent in the form of a puzzle. For the first time, puzzle sales spiked 29% on Shutterfly. Once again proving the power of mildly inconveniencing the elderly.