Shutterfly Customer Segmentation Research and Activations
“Who am I?”
-Derek Zoolander
Client
Shutterfly
Project
Customer Segmentation Research and Activations
Work
Concept creation, creative direction, art direction, photo direction, video direction, design, copywriting
In 2018 growth became stagnant and new customer acquisition was on the decline. The Chief Marketing Officer spearheaded a refresh of the brand’s customer segmentation research to identify new opportunities for market penetration. This meant branching out, creating new personas, reframing strategic marketing initiatives and pushing this new information out to key stakeholders.
Phased Approach
Phase 1
Set the stage for the new thinking by creating an intro video to be debuted at the company-wide Shutterfly All-hands. The intent of this video was to acknowledge the staleness of our demographic profile in a fun, light-hearted way, whilst subtly teasing the exciting research and new segmentation work to come. The video had no brief or solid direction, it was left up to us to do our thing. Enter “I am Pam.” A humorous, satirical spoof on our legacy demographic and how it’s time for her to evolve.
Phase 2
Develop and roll out new target segments. We did a deep dive into the research and data to come up with an approach to creating 3 distinct personas. Our goal was to educate and guide the teams to fully understand the what, the why and the how as we enter new territory. We built narratives and created character attributes that are informative, impactful, engaging and grounded in research.
I am… Pam?
Personas at a glance
Activation
Ideation
