Heat

Shutterfly - Never Let Go

Overview

The role of photos in the past few years has dramatically changed. We now share 1.8+ billion photos every single day.

The way we communicate today is so visual, that if you don’t have a photo to prove something, it means it didn’t happen.

In this sense, photos aren’t just for preserving moments. They are pieces of you or who you wish you were. That’s why deleting photos is hard. Because you don’t want to forget and you never know what you may want to “someday” do with them.

So we end up with an overwhelming stockpile of unorganized photos, stored on multiple devices, that we never look at, let alone create something with: we are photo hoarders.

There was an opportunity for Shutterfly to recognize and celebrate the photo hoarder that’s in all of us and reframe the category conversation.

Challenge

Shutterfly's consumer base was aging. There was a need to broaden appeal without alienating the core audience.

Moreover, Shutterfly is competing in a mobile world where thousands of apps help people take, edit and share photos. Which means sharing photos is the new “making.” As a result, photo books, cards and gifts are only for special occasions.

Solution

Celebrate photo hoarders of all demographics and show them how Shutterfly helps them take more photos, hoard more photos, and make more out of them.

By focusing on a main feature of Shutterfly, unlimited free photo storage, we gave the brand a daily role in people’s lives and started the conversation much earlier than when it’s time to make a photo product.

As the holiday season approached, we shifted the messaging towards a more product-focused marketing, capitalizing on the work done in Q3 and turning app downloads and photo uploads into product sales.