Female Gen-X, Millennial Opps: Shutterfly taps CMO amid spend increases (Score 49)

Sales lead: This hire will directly impact the company's marketing strategy & agency roster. 

• Shutterfly selected Bree Casart as CMO in July 2023.
• Casart joins from Hanna Andersson, where she served as digital head.
• She now leads all of Shutterfly's marketing activities. 

Target demographic: Gen-X & millennial women

The company will likely:

• Continue ramping up ad spend
• Experiment with new ad channels
• Review the current agency roster

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

• YTD spend: Shutterfly spent approximately $4.8m on national TV ads YTD after not utilizing the channel during the same time period of 2022. 
• 2021-2022 spend: Full-year spend equaled $9.6m in 2021 and 2022. 
• 2022 ad programming: It placed ads during programming such as Henry Danger, Diners, Drive-Ins and Dives, Friends, PAW Patrol, and Guy's Grocery Games. 

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

• YTD spend: Shutterfly spent around $17.5m on digital display ads YTD, a significant increase from $7.5m spent in this channel during the same time period of 2021. 
• YTD data: 2.5b impressions via Facebook (82%), Instagram (10%), YouTube (5%), and desktop display (3%). 
• 2021-2022 spend: Full-year spend plummeted from $28.5m in 2021 to $14m in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, slickdeals.net, and retailmenot.com. 

Additional channel insights  

• Top podcasts sponsored: The Breakfast Club, Let's Not Meet: A True Horror Podcast, The Jim Rome Show, and The Rizzuto Show. 

Agency analysis:

• Opportunity: Contact the new CMO as soon as possible to secure top priority. 
• Current roster:
  • Mischief @ No Fixed Address: creative AOR