With a new AI driven technology and a streamlined creation path experience, Shutterfly wanted to create a photo books awareness campaign with full funnel media support to gain new customers and increase spend with existing customers. In order to appeal to the millennial audience, we created the BookBoss concept which allowed us to create relatable personas to appeal to the audience’s own unique reasons to create personalized photo books.
Featuring a young Family, Plant Mom and Dog Dad we created relevant content to drive them to the site to begin making their books effortlessly and beautifully.
Along with owned omni channel support in site, email & paid social,influencer tactics, branded content and YouTube in-stream videos were also created, furthering the reach.
The look & feel was all about highlighting lifestyle moments with pops of brand color in typography, a handdrawn feel was achieved with scripted typography and illustrative bursts to hightlight new-ness.
Agency: Shutterfly Creative
Creative Direction, Art Direction
