Shutterfly Personalized Apparel Concept Testing
Prepare to launch.
Client
Shutterfly
Project
Shutterfly Personalized Apparel Concept Testing
Work
Concept creation, creative direction, art direction, copywriting
In preparation for the launch of Shutterfly Apparel, the business was interested in understanding the impact of our campaign concepts and consumer response. We were asked to create three creative approaches to test and validate via qualitative research. Concepts, including key visuals, were put in front of focus group panels to measure strategic consumer, brand and competitive connection.
Concept 1
Not about face
We approached this concept with fun, humor and imagination. The hero in each narrative is the personalization on the product. We aren’t relying on a set or a setting, a backdrop or a person. Purposefully obscuring the faces and features of the model, we bring to light the mantra of “make it your own.” It’s about an emotion, an occasion, a style.
“This feels like it’s made for me. It sparks ideas and made me laugh. I like that it’s about the product not the person.”
James, Austin focus group
Concept 2
Stomp
Highlighting apparel and personalized designs with high energy movement and bright color, we evoke a sense of excitement. Whether snackable video content, rich media or print, the consumer will feel the energy, see the motion and most importantly, get a sense of the breadth and variety product.
“A new, fresh Shutterfly. The colors and the action would make me stop and pay attention. I can’t wait to see the video.”
Jeanie, Austin focus group
Concept 3
Paper dolls
This concept is a virtual closet, taking the nostalgia of vintage paper dolls and putting a modern spin on it by creating an interactive dressing room. Leaning into the breadth of personalized designs that Shutterfly offers, we want to make it easy, fun and engaging for the consumer to virtually try on different products, different designs and view them all in real time.
“Seems easy with a lot of options. Dragging and dropping sounds like it would be fun to create.”
Cecilia, Philadelphia focus group
