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Corporation
INTERNET | Internet Software & Services / Photo
shutterfly.com

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Founded Year

1999

Stage

Acq - P2P | Acquired

Total Raised

$87M

Valuation

$0000 

Revenue

$0000 

About Shutterfly

Shutterfly aims to provide customers with simple ways to organize, enhance and archive images; share pictures with family and friends; order professional-quality prints and create an assortment of personalized items such as Photo Books, Calendars and Greeting Cards.

Shutterfly Headquarter Location

2800 Bridge Parkway Suite 101

Redwood City, California, 94065,

United States

650-610-5200

Latest Shutterfly News

‘Starting to think more in a brand building way’: How DTC brand Adore Me is diversifying its media mix

Jan 12, 2022

Moving away from traditional performance marketing social channels has recently been top of mind for women’s underwear company, Adore Me. Late last year, the New York-based direct-to-consumer brand made a major push toward a more extensive marketing strategy, layering more digital and streaming video into the media mix. “Clearly, diversification from Facebook and rising acquisition costs are at the top of mind for every marketer,” said Ranjan Roy, vp of strategy at Adore Me. “[We’re] starting to think more in a brand building way, in a top of funnel way.” In the past, the DTC lingerie brand has relied heavily on linear television advertising for brand awareness. Facebook and other social media platforms have been key driver’s in the brand’s customer acquisition efforts, Roy added. But in light of an increasingly crowded digital advertising marketplace, rising costs and data privacy changes, Adore Me has taken a second look at digital video on YouTube and OTT to balance out the brand’s media mix for both brand awareness and customer acquisition, especially as technology has brought better targeting and measurement capabilities to video advertising. In a recent campaign, the women’s underwear brand moved to target men as a demographic specifically for its home try-on service, from a gifting perspective. The video spots ran across lifestyle networks as well as news and sports. They’re also extending the audience beyond the female target to reach male and Hispanic audiences, with custom creative for each, per Adore Me. “There’s certainly more effort and opportunities around targeting and a better understanding of how your spend is going,” Roy said. “Trying to balance the platform acquisition instincts with that brand building side is something culturally, we’ve definitely gone through as a challenge.” Adore Me’s recently implemented diversified media mix still includes linear television. But YouTube and OTT, across streaming services such as Hulu, Roku, Tubi, and ESPN, play a bigger role as the brand looks to fire on all cylinders, offering more touch points to meet shoppers where they are, he added. It’s unclear how those ad dollars are being spent as Roy declined to offer details. Per Kantar, Adore Me spent $6.5 million on media within the first half of 2021. In 2020, the DTC brand spent at least $5 million on media. Those numbers do not include social media as Kantar does not track those figures. Adore Me is one of many DTC brands looking toward more expansive marketing strategies, beyond direct response and performance marketing tactics. Over the last year, Vivid Seats , Edible Arrangements and Shutterfly all have looked toward brand awareness channels, including digital video, to diversify their media mixes. It’s a trend that will continue across the industry, according to full-service agency Laundry Service’s chief marketing officer Mike Mikho. “Everyone’s gonna jump to iOS 14 changes and rising CPMs and I think it’s important to note that performance marketing is getting squeezed on all sides,” Mikho said, noting that the digital advertising space is also becoming increasingly saturated with brands. “Competition is higher than ever and marketers can’t just rely on low hanging fruit.” Looking ahead, Adore Me says it’ll continue brand building and awareness efforts using digital video. “Every brand is going to have to face this, especially as targeting becomes not as granular for privacy efforts,” Roy said. https://digiday.com/?p=436864 Member Exclusive Member Exclusive Sponsored Marc Guldimann, CEO, Adelaide Charlie Munger’s famous quote, “Show me the incentives and I will show you the outcome,” is only half of the story. It ignores, or maybe is a misdirection from, the real brilliance of Munger and his partner Warren Buffet, designing metrics that shape positive incentives. Figuring out the right metrics to […] Shutterfly has recently rolled out its largest marketing effort to date. Since late last year, the California-based photography product service company has been ramping up its social media, streaming and online video efforts. It’s part of the brand’s redirection to promote Shutterfly’s newly expanded offerings, like graphic prints and designs. It’s also a play at […]

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Research containing Shutterfly

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CB Insights Intelligence Analysts have mentioned Shutterfly in 1 CB Insights research brief, most recently on Jun 12, 2019.

Shutterfly Patents

Shutterfly has filed 168 patents.

The 3 most popular patent topics include:

  • Digital photography
  • Image processing
  • Character sets
patents chart

Application Date

Grant Date

Title

Related Topics

Status

11/13/2017

11/23/2021

Diagrams, Character sets, Wireless networking, Systems engineering, Social networking services

Grant

Application Date

11/13/2017

Grant Date

11/23/2021

Title

Related Topics

Diagrams, Character sets, Wireless networking, Systems engineering, Social networking services

Status

Grant

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