CREATING
SHUTTERFLY'S FIRST BRAND PARTNERSHIP
Role: Associate Creative Director
Opportunity
Drive brand awareness and gain new customers through Shutterfly's first brand partnership. The collaboration will empower people to explore the art of transforming moments into cherished possessions that spark joy through a collection of products designed by Marie Kondo.
Insight
Experiences and memories are everything to the Shutterfly customer. The KonMari collection of products will offer a solution that sparks joy for the creator or recipient through simple, elevated and modern designs. We belive that after the Covid Pandemic we all need to find ways to spark joy.
Result
The partnership with KonMari exceeded its revenue target of $1 million after only 3 months. Driven by highly effective paid social media campaigns with a ROAS of $3.35, and dedicate emails with an open rate of 34% and a click through rate of 12%.
Visual Identity
The creative look and feel for the collaboration came out of the KonMari method of honoring memories and sparking joy through the use of simple, clean and elevated design. We built our color pallet by selecting colors that belonged within the KonMari brand pallet, but also played well along side those of Shutterfly.
We approached the type selections in the same way. This resulted in a web type family for use in email, and site work. And a social type family for all paid media executions. This second group leaned more heavily into the KonMari brand.
For photography we wanted to capture the soft and calming presence of Marie and translate that into authentic in-use product photography.
Lifestyle Shoot with Marie Kondo
Product Shoot
Web Experience
The Shutterfly X KonMari web experience consisted of homepage marquee assets, a dedicated landing page, product page banners, and blog article.
KonMari Dedicated Emails
We sent out two emails dedicated to the Shutterfly X KonMari partnership. Both of these emails broke from the traditional Shutterfly email format and took on more of the look and feel of the partnership. They also did not lead with promotional language in the Subject line or hero. Designed with more of a story in mind the goal of these to to engage with the user and get them to the partnership landing page where they would be able to dive deeper into the products and purchase products that will help them spark joy.
The emails had a 34% open rate and a 12% click through rate. both which outpaced forecast.
There were also numerous single modules and product inclusions in other emails throughout the lifecycle of the partnership helping to keep customers engaged with this special collection of designs.
Kon Mari Collection Product Page
Real Simple Article
Created as part of our paid media plan this article offered readers with tips and advice from Marie on how to spark joy through this exclusive collection with Shutterfly.
Social
We created a robust set of paid and organic ads that ran on various platforms but mainly Facebook and Instagram. The paid ads had a ROAS of $3.35 which outpaced the target that had been set of $.75. Below you can see a selection of the paid and organic posts that were created.
