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Shutterfly taps celebrity influencer for holiday campaign, loses CMO (Score 40)

Sales lead: Reach out now to offer last-minute holiday campaign ad space. 

• Shutterfly recently launched its 2022 holiday campaign, "Win the Holidays."
• The company tapped Kris Jenner to star in the campaign.
• The push is supported by two 30-second ads that will air on TV, digital, and social channels. 
• It worked with Partners in Crime on the creative. 

In other news:

• Shutterfly's CMO, Craig Rowley, left the company in June 2022 to take the same position at Included Health.
• The company hired Ty Shay as chief growth & strategy officer earlier this year.
  • Shay joins from Manscaped, where he was the chief growth officer.
• I am not sure if Shay replaced Rowley or if it is still searching for a CMO, but we will update you if the company announces a CMO hire. 

Shutterfly's target demographic: Gen-X & millennial women

The company will likely:

• Ramp up ad spend throughout the holidays
• Utilize more celebrity influencers in the future
• Review the agency roster (DM shift)

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Shutterfly has not allocated any funds toward national TV ads YTD. 
• Last year: It spent $9.7m on national TV ads in 2021, more than double the $4.3m spent in this channel during 2020. 
• 2021 ad programming: It placed ads during programming such as Friends, Diners, Drive-Ins and Dives, Ridiculousness, Below Deck, and Love It or List It. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Shutterfly spent approximately $7.1m on digital display ads YTD, just 36% of the $19.5m spent in this channel during the same time period of 2021. 
• YTD data: 969.8m impressions via Facebook (74%), Instagram (14%), desktop display (5%), mobile display (4%), and desktop video (3%). 
• Last year: Full-year spend increased by 25% from $22.2m in 2020 to $27.8m in 2021. 
• Ad location: It placed 96% of these ads directly onto sites such as facebook.com, instagram.com, davidsbridal.com, youtube.com, and yahoo.com. It placed 4% of these ads through multiple indirect channels onto sites such as yahoo.com, brides.com, thespruce.com, finance.yahoo.com, and zillow.com. 

Additional channel insights  

• Shutterfly also invests in radio and local broadcast. 

Agency analysis:

• Opportunity: The recent DM shifts signal that you may be able to pick up some of Shutterfly's work. 
• Current roster: 
  • Mischief @ No Fixed Address: creative AOR
  • Partners in Crime: creative
  • Quigley: media AOR
  • Mediasmith: media
  • GSD&M: media planning
  • Tallwave: digital
  • Teknicks: digital

Insight Sources: Broadcast insights estimated by Kantar.