How Shutterfly Advertises on Meta

# Ad summary This image ad showcases a photo book, highlighting the offer of unlimited free pages to entice customers to create and preserve their memories in a high-quality, customizable format. # Brand positioning This brand positions itself as a premium provider of personalized photo products, emphasizing the creation of timeless keepsakes through high-quality materials and customizable designs. The brand appeals to customers who value preserving memories and celebrating significant life events like weddings. It promotes a sense of emotional connection and nostalgia, focusing on transforming digital photos into tangible, cherished items. The brand ignores the trend of purely digital photo storage, instead offering a way to create a lasting physical record. With an emotional focus, the brand helps consumers capture their important moments and turning them into customized photo books. # Product The featured product is a customizable photo book, designed to preserve and showcase cherished memories through a collection of printed photographs. This premium album is created for individuals seeking a tangible and personalized keepsake, particularly for special occasions like weddings. The product is presented as a high-quality album with thick pages and a lay-flat design, emphasizing the ability to display photos across a seamless spread. The ad promotes unlimited free pages as a key selling point, directly addressing the potential cost barrier of creating a comprehensive photo collection. The visual focus is on a wedding-themed album, indicating the product's suitability for commemorating such milestone events. With high-quality paper and an elegant presentation, the photo book is a way of physically preserving important life moments. # Visual style The ad features a clean and elegant visual style, indicative of high production quality. The muted color palette and soft lighting create a warm and inviting atmosphere, while the focus on the wedding-themed photo book emphasizes emotional connection and cherished memories. The layout is simple and uncluttered, ensuring that the product and its key features are easily scannable. The image has a polished look, designed to capture attention and convey a sense of quality in feed. # Hooks Headline: Unlimited FREE Photo Book Pages # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of potential high costs associated with creating a comprehensive and detailed photo book. By offering "Unlimited FREE Photo Book Pages," the ad directly counters this concern and encourages customers to fully document their memories without financial constraints. # Value propositions - Unlimited FREE Photo Book Pages = preserve your memories without cost concerns # Benefits - Preserve and showcase cherished memories through a collection of printed photographs. # Features - Unlimited FREE Photo Book Pages # Call to action None used. # Social proof - "Customer Favorite Deal" badge - indicates the product is highly regarded by others, increasing its appeal. # Point of view - Brand: The entire ad promotes the brand's photo book service and its premium features. The brand aims to be seen as high-quality and value-driven, encouraging customers to preserve their memories in a tangible format. - Customer: The photos displayed within the photo book and the product’s lay-flat design, appeal to the customer who values personalized keepsakes and wants to elegantly showcase their memories. The album is a wedding-themed album, and the offer of unlimited pages further entices the customer to preserve these memories. # Storyline - The image opens with a view of two photo books, one open and the other slightly behind it, immediately drawing the viewer's attention to the product and its high-quality presentation. The brand aims to showcase the value of tangible memory preservation. The audience experiences this from the brand's perspective, setting the stage for the product offering. - The open photo book displays numerous wedding photos, highlighting the product's capability to capture and present significant life events. This provides a visual demonstration of the product's use and appeal. The wedding theme emphasizes emotional connection and the importance of commemorating special occasions. This part of the story is told from the customer's perspective, showing how the photo book can immortalize their precious memories. - The 'Customer Favorite Deal' badge is placed prominently near the open photo book to add a layer of social proof and perceived value. This badge is designed to persuade potential customers by suggesting the product is highly regarded by others, increasing its appeal. The brand shares this to build trust and encourage purchase. The brand is leveraging positive feedback to convert viewers. - The ad emphasizes 'Unlimited FREE Photo Book Pages', further enhancing the product's value proposition by removing page limits and encouraging customers to fully document their memories. This message addresses potential cost concerns and positions the product as a generous offer. The brand reinforces the idea of complete memory preservation without financial constraints. The brand is aiming to make this product even more appealing by making unlimited free pages the focus.

# Ad summary This ad for Shutterfly features a woman showcasing a photo album she created with photos from her camera roll. The ad encourages viewers to take their digital photos and turn them into printed photo albums to romanticize their lives. # Brand positioning Shutterfly is presented as a brand that helps customers transform their digital memories into tangible keepsakes. The ad shows the completed physical product, implying a high level of quality and craftsmanship. Shutterfly positions itself as a facilitator of life's romanticism by offering a way to preserve special moments in a beautiful, accessible format. The brand focuses on personal expression and the emotional value of capturing memories, suggesting that turning digital photos into physical albums is a way to elevate and appreciate life's experiences. # Product The featured product is a custom photo album created through Shutterfly. The ad shows a white, hardcover album with a personalized title, “Eden’s Camera Roll 2022,” in elegant black script. The album contains a collection of photos showing personal moments such as family outings, special events, and everyday life. Each page is filled with high-quality prints, arranged in clean, modern layouts. The ad implicitly highlights the product's USP by showing how easily digital photos can be transformed into a curated, physical album, enabling users to 'romanticize life in print.' The product is designed for anyone who wants to preserve their memories in a tangible, accessible format. # Visual style The ad features a bright, airy aesthetic with natural lighting and a clean, modern look. The editing style is simple, with static shots and smooth transitions that allow the focus to remain on the photographs and memories being showcased. The production quality feels polished and high-end, akin to a lifestyle commercial. The pacing is moderate, with a consistent rhythm that pairs well with the light, upbeat music. # Hooks Text overlay: 00:00–00:22 / pov: you finally start romanticizing life in print Visual: 00:00–00:01: A close-up shot of a white, square-shaped photo album sitting on white bedding. The album cover reads “eden’s camera roll” in lowercase script font, with “2022” underneath in smaller, uppercase block letters. In the blurred background, a red Shutterfly box is visible. # Funnel stage Top of funnel (Awareness) # Pain points The ad implicitly addresses the pain point of digital photos being easily forgotten or lost on devices, without providing the tangible value of a physical keepsake. The text overlay "pov: you finally start romanticizing life in print" implies a desire to elevate mundane moments into cherished memories, which can be achieved by printing them. # Value propositions - Transform digital memories into tangible keepsakes # Benefits - Tangible keepsakes - Preserve special moments - Elevate and appreciate life's experiences # Features - Custom photo album - Hardcover album with personalized title - High-quality prints - Clean, modern layouts # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a customer curating their personal memories into a photo album. # Storyline - 00:00–00:01 The ad opens with a close-up of a white photo album titled 'Eden’s Camera Roll 2022.' - 00:00–00:01 The camera moves to show the album placed on a bed with white bedding. - 00:01–00:02 The perspective shifts to a shot of a woman and a child walking on a path outdoors. - 00:01–00:02 This visual shows the types of photos that could be included in a Shutterfly album and emphasizes the personal and everyday moments that users might want to preserve. - 00:02–00:03 The album is then opened to a page showing a photo collage of the same woman and child from the previous shot, as well as other various photos. - 00:03–00:05 The ad continues to display open pages from the photo album, each featuring various photos of the woman and child in different settings and activities. The settings include outdoors, in a museum, and at home. - 00:03–00:05 The camera zooms in to highlight specific photos. - 00:03–00:05 The photos are now printed within the photo album on white background pages. - 00:05–00:06 The camera angle changes, maintaining the focus on the photo album, with one page showing the woman with a child at a park near a lake. - 00:05–00:06 The opposite page has 'June' written in cursive, indicating it's a themed section. - 00:07–00:08 This is followed by another shot of the woman and child, this time on a city sidewalk. - 00:09–00:11 The album is opened again to showcase a collage of photos capturing various moments between the woman and her child in the city. - 00:12–00:14 The perspective switches to a child walking under an umbrella in the rain. - 00:12–00:14 The child is dressed in patterned pants and boots. - 00:13–00:14 The album shows a collage of photos, including one of the child under the umbrella, labeled 'puddle hunting' in cursive handwriting. - 00:15–00:16 The ad transitions to a scene of a man and a child on a beach. - 00:16–00:17 This photo, along with other beach photos, is displayed in the photo album. - 00:17–00:19 The ad concludes with a shot of the woman and child again, this time walking on a city sidewalk. - 00:19–00:21 The album is opened for a final display of images, including one of the woman and child in matching yellow outfits.

# Ad summary This ad showcases how photo books can be used to store children's artwork. The ad begins with a mom showing her messy storage bin full of her children's artwork, then transitions to her showing a photo book full of the children's artwork, showing how the photo books can be stacked and stored on a shelf. # Brand positioning The brand is presented as a modern solution for parents looking to archive and celebrate their children's artistic endeavors. The brand positions itself in the premium sector of personalized keepsakes, offering a tangible way to preserve memories. The ad emphasizes a blend of sentimentality and practicality. The brand aligns with a lifestyle that values both aesthetics and organization, appealing to parents who seek to declutter while still treasuring their children's milestones. It subtly pushes against the norm of storing artwork in haphazard ways, instead offering a beautifully curated alternative. Positioning is primarily emotional, tapping into parental pride and the desire to preserve childhood memories, while also offering a functional organizing solution. # Product The product is a custom-made photo book designed to archive children's artwork. The product offers parents a way to preserve and showcase their children's creations in a neat and organized manner. The books come in various sizes and can be customized with photos of the child alongside their artwork. The books can be stacked and stored on a shelf. They are marketed towards parents who want to declutter their homes while still holding onto precious memories. The ad aims to reduce the purchase barrier by illustrating how easy it is to transform a chaotic collection of artwork into a tidy, presentable keepsake. The product is presented as a solution that balances sentimentality with practicality, making it an appealing option for busy parents who value both organization and cherishing their children's achievements. # Visual style The ad has a clean and bright aesthetic with a UGC feel. The editing style features quick cuts and static shots, which helps to maintain a consistent pace. The production quality is a hybrid of UGC and polished commercial, lending the ad an authentic yet professional feel. Pacing is consistent throughout the ad, with around 10 cuts per minute. The visuals and sound effects sync to showcase the product and its features in an engaging way. # Hooks Spoken: 00:00–00:03: pov you're a mom and you figure out a better way to store all of your kids art Text overlay: 00:00–00:07: pov you're a mom and you figure out a better way to store all of your kids art Visual: 00:00–00:01: A woman kneels on a wood floor in front of a built-in white shelf. She is holding a large, clear plastic bin filled with children's artwork. She is wearing a pink sweatsuit and has her hair pulled back in a bun. The room is brightly lit with natural light. There is a doorway to the left of the frame, and an abstract art print hanging on the wall. / 00:01–00:06: The woman reaches into the bin and begins pulling out various pieces of children's artwork, including paintings, drawings, and paper crafts. She smiles as she shows the artwork to the camera. The framing is stationary. She picks up a stack of papers and displays the image closest to the screen. / 00:06–00:07: The woman holds up a stack of drawings to the camera, and screams with excitement. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the problem of cluttered storage spaces filled with children's artwork. "pov you're a mom and you figure out a better way to store all of your kids art" # Value propositions - Storing your children's artwork in photo books is a better way to store your children's artwork # Benefits - Better way to store all of your kids art # Features - Photo books to store children's artwork # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer showing the problem and solution. # Storyline - 00:00–00:07 00:00–00:07: A woman kneels on the floor, holding a large, clear plastic bin filled with children's artwork. She pulls out various pieces of art to show the audience, and smiles and poses with them. This beat is intended to show the original, unorganized state of a large collection of kids artwork. The audience is experiencing the perspective of the mom and is intended to convey a sense of being overwhelmed. The tone is playful, thanks to the upbeat music and lighthearted expressions of the woman. - 00:07–00:17 00:07–00:17: The scene transitions to a shot of hands presenting a photo book with a child's picture on the cover. The hands then turn the pages of the photo book, revealing organized displays of various pieces of the child's artwork. This beat showcases the photo book solution as an alternative to storing physical artwork. The audience is experiencing the perspective of a potential customer and is intended to convey organization and pride. The tone is warm, thanks to the bright and friendly visuals. - 00:17–00:37 00:17–00:37: The scene transitions to presenting multiple photo books, showing the audience how to stack the books on a shelf. This beat is intended to show how the photo books can be stored in a tidy and organized manner. The audience is experiencing the perspective of a potential customer and is intended to convey organization and pride. The tone is warm, thanks to the bright and friendly visuals.

# Ad summary This ad features two women creating a photo book with Shutterfly and highlights how creating one with Shutterfly is fun and easy. # Brand positioning Shutterfly is presented as an accessible platform that allows users to create personalized photo books filled with memories. It aims to occupy the space in the consumer's mind as a user-friendly option to gather all of your memories and put them in one place. The brand seems to be following the norms of digital photo organization, by highlighting its ease of use and fun factor. The brand positioning is both functional through its simplicity and emotional as it is designed to capture best memories with friends. # Product Shutterfly is an online platform used to create personalized photo books of different sizes. The ad mentions you can add memes, inside jokes, and cute memories to your photo book. Shutterfly allows users to keep all of their best memories in one place. It is promoted to be fun and easy to use. # Visual style The ad has a UGC feel. It appears to be shot using a smartphone camera. The lighting is natural. # Hooks Spoken: Female 1: Okay cover your eyes. Text overlay: 00:00–00:01 / okay cover your eyes Visual: 00:00–00:04 Two women are sitting on a gray couch in a well-lit living room with neutral-colored walls. The woman on the left is wearing a red sweatshirt and pants set and the woman on the right is wearing a beige tank top and striped pants. The woman on the left has her hands over her eyes. The woman on the right is holding a white photo album that says, "RENELLA 2025." The camera is stationary. # Funnel stage Middle of funnel (Consideration) # Pain points The main pain point of the ad is forgetting memories because there is not an easy way to store and remember them. # Value propositions - Shutterfly makes it cool and easy to make a photo book. # Benefits - Keep all of your best memories in one place. - Fun and easy to use. # Features - Create personalized photo books of different sizes. - Add memes, inside jokes, and cute memories to your photo book. # Call to action None used. # Social proof - "This is so cute this is one of the best days of my life" – Female 2 (Customer) # Point of view - Customer 100% – The entire ad is told from the perspective of two women reacting to the photo book. # Storyline - 00:00–00:01 A woman tells her friend to cover her eyes. - 00:01–00:04 00:01–00:04 The woman opens a photo album to reveal that it is a Shutterfly photo book. The perspective is from the woman who made the book. - 00:04–00:11 00:04–00:11 The women look through the photo book and react with smiles and laughter. They highlight that the photo book includes "our best memories of 2025." The perspective is from the women as they react to the memories inside. - 00:11–00:14 00:11–00:14 The women continue to look through the book and the first woman reveals that she made the book on Shutterfly. The perspective is from the women as they discuss making the book. - 00:14–00:22 00:14–00:22 They flip through the book to reveal memes and inside jokes and react with laughter. The perspective is from the women and emphasizes the inside jokes that they share. - 00:22–00:27 00:22–00:27 The second woman states she is putting the book on her coffee table for everyone who comes to the house to see. She states that she is going to make one every year. The first woman then states that the second woman can make the next book next year. The perspective is from the women as they discuss the future. - 00:28–00:31 00:28–00:31 The second woman says that making the book is one of the best days of her life and the first woman says that she would forget about all of these memories if they weren't in the book. The perspective is from the women as they discuss the memories they included in the book. - 00:31–00:37 00:31–00:37 The first woman states that Shutterfly makes it cool and easy to make a photo book. The perspective is from the women as they talk about the photo book. - 00:38–00:40 00:38–00:40 The second woman says that she wants to make one too. The perspective is from the women as they talk about the photo book.

# Ad summary A woman presents a photo album she created with Shutterfly. She turns the pages to reveal photos of her and her partner throughout the years. She emphasizes the book being a way to hold onto her memories forever. # Brand positioning Shutterfly is presented as a facilitator of preserving memories through personalized photo products. The ad emphasizes the brand's role in transforming digital photos into tangible keepsakes, like the displayed photo book, which allows users to 'hold onto' their sweetest memories forever. The brand aligns with values of sentimentality, personalization, and lasting mementos of relationships. # Product The ad features a photo book created using Shutterfly. The book is white with small polka dots and features photos of a couple over the years. The pages are glossy, with photos and text like 'Happy Valentines Day' and 'I'm so grateful for you' printed on them, and some pages are decorated with stickers. The photo book allows customers to print their photos onto a book they can hold onto forever. # Visual style The ad has a light and clean aesthetic with a UGC feel. It features bright, natural lighting and simple backgrounds, emphasizing the product. The editing includes quick cuts, timed with the music, to showcase various photos in the album. # Hooks Spoken: 00:03–00:04 collecting the sweetest memories... Text overlay: 00:03–00:04 collecting the sweetest memories... Visual: 00:03–00:04 The pages are turned to reveal more photos of the couple on glossy white paper. A heart sticker says 'true love' in cursive. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of losing or forgetting precious memories. With the rise of digital photography, photos can get lost on phones or computers. # Value propositions - Printed onto a photo book we'll hold onto forever. # Benefits - We'll hold onto forever # Features - Printed onto a photo book # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is shot from the perspective of a customer. # Storyline - 00:00–00:01 The video starts with an unboxing of a Shutterfly package. - 00:01–00:06 The book is revealed, and the pages begin to turn, showing the photos inside. - 00:06–00:22 The book is held up to the camera, still flipping through the pages, emphasizing the memories that are held within.

# Ad summary This image ad promotes free prints by showcasing a variety of printed photos scattered on a couch, alongside a cup of tea. The scene suggests a cozy, domestic setting where memories are cherished and displayed. # Brand positioning The brand is presented as a facilitator of memory preservation and tangible connection. It positions itself as a service that transforms digital photos into physical prints, emphasizing the value of holding and sharing memories in a traditional format. The brand aligns with a lifestyle that appreciates nostalgia, family, and personal connection, pushing against the norm of purely digital photo storage. The brand positioning is emotional, focusing on the joy and warmth associated with printed photographs. # Product The product being advertised is photo prints. These are physical copies of digital photographs, printed on photo paper. The prints are intended for anyone who wants to preserve and share their memories in a tangible format. The ad highlights the ease of transforming digital images into physical keepsakes. The prints are shown scattered on a couch, suggesting they are meant to be displayed and enjoyed in a home setting. The ad addresses the potential barrier of digital photos being easily forgotten or lost by offering a physical, lasting alternative. # Visual style The ad has a warm, inviting visual style with a focus on creating a cozy and nostalgic atmosphere. The production quality appears to be high, with attention to detail in the lighting and composition. The visual motifs include the scattering of photos and the presence of a comforting beverage. The image treatment includes soft lighting and a slightly blurred background to draw attention to the foreground elements. # Hooks Headline: FREE PRINTS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Free prints # Benefits - Free prints # Features - Prints # Call to action None used. # Social proof - None used. # Point of view - Customer: The overall scene evokes a sense of personal connection and nostalgia, suggesting the value of tangible memories. - Brand: The headline "FREE PRINTS" is a direct offer, intended to capture the viewer's attention and drive action. # Storyline - The ad opens with a scene of printed photos scattered on a couch, creating a sense of warmth and nostalgia. This is included to immediately draw the viewer into a familiar and comforting domestic setting, suggesting the value of tangible memories from the customer's perspective. - A cup of tea sits on a silver tray nearby, reinforcing the cozy and relaxed atmosphere. This is included to enhance the feeling of comfort and personal connection, implying that these prints are meant to be enjoyed in a leisurely, intimate setting from the customer's perspective. - The headline "FREE PRINTS" is displayed prominently, creating an immediate call to action. This is included to capture the viewer's attention and incentivize them to explore the offer, presented from the brand's perspective.

# Ad summary This ad showcases a photo book from Shutterfly. The ad displays various photos within the book, highlighting the quality of the prints. The ad concludes with the tagline, "Make something that means something." # Brand positioning Shutterfly is presented as a brand that helps customers preserve their memories in high-quality, tangible formats. The brand is positioned as a means to create meaningful keepsakes, emphasizing the emotional value of capturing and cherishing personal moments. The ad promotes a sense of nostalgia and the importance of preserving memories, aligning with a lifestyle that values personal connections and sentimental items. Shutterfly aims to occupy the space of a reliable and high-quality service for creating personalized photo products, pushing against the norm of digital-only photo storage by offering a way to physically hold and share memories. # Product The featured product is a custom photo book from Shutterfly, designed to preserve and showcase personal photographs. The book is presented as a high-quality product with vivid and clear prints, emphasizing the ability to capture the true essence of the original photos. The ad highlights the quality of the prints, suggesting that the product is for anyone who wants to transform their digital photos into a tangible keepsake. The photo book allows users to compile a collection of their favorite memories in a professionally bound format, addressing the purchase barrier of perceived complexity in creating such a product. The ad conveys that this product is worth buying because it offers a way to relive and share cherished moments in a beautifully crafted, lasting format. # Visual style The ad has a polished and clean aesthetic, with a focus on showcasing the high quality of the photo book. The editing style consists of quick cuts and smooth transitions, creating a seamless flow between the various photos. The production quality is high, giving the ad a professional and commercial feel. The pacing is consistent, with a moderate tempo that allows viewers to appreciate the details of each photo. The cuts are timed to the music beats, enhancing the overall visual experience. # Hooks Spoken: 00:00–00:17 when the quality is so good... Text overlay: 00:00–00:17 when the quality is so good... Visual: 00:00–00:01 A close-up shot shows a photo book with a blue cover featuring a landscape image of a mountain and lake. A black camera with a strap is positioned next to the book on a light-colored surface. The camera is in focus, while the book is slightly out of focus. / 00:01–00:02 The camera pans to the right as a hand flips through the pages of the photo book. The pages display various photos, including landscapes, flowers, and a frog. The background remains a light-colored surface. / 00:02–00:03 A close-up shot shows a page in the photo book with a photo of pink flowers in front of a body of water under a cloudy sky. The camera is stationary, focusing on the details of the photo. / 00:03–00:04 The camera pans back to the photo book as a hand flips through the pages. The pages display various photos, including a shot of ocean waves. / 00:04–00:05 A close-up shot shows a page in the photo book with a photo of ocean waves. The camera is stationary, focusing on the details of the photo. / 00:05–00:06 The camera pans back to the photo book as a hand flips through the pages. The pages display various photos, including a butterfly on flowers and a building. / 00:06–00:07 A close-up shot shows a page in the photo book with a photo of butterflies on pink flowers. The camera is stationary, focusing on the details of the photo. / 00:07–00:08 The camera pans back to the photo book as a hand flips through the pages. The pages display various photos, including a building and autumn trees. / 00:08–00:09 A close-up shot shows a page in the photo book with a photo of a street with buildings and people. The camera is stationary, focusing on the details of the photo. / 00:09–00:10 A close-up shot shows a page in the photo book with a photo of a street with buildings and people. The camera is stationary, focusing on the details of the photo. / 00:10–00:11 The camera pans back to the photo book as a hand flips through the pages. The pages display various photos, including a sunset over the ocean. / 00:11–00:12 A close-up shot shows a page in the photo book with a photo of a sunset over the ocean. The camera is stationary, focusing on the details of the photo. / 00:12–00:13 A close-up shot shows a page in the photo book with a photo of a sunset over the ocean. The camera is stationary, focusing on the details of the photo. / 00:13–00:14 A close-up shot shows a page in the photo book with a photo of a sunset over the ocean. The camera is stationary, focusing on the details of the photo. / 00:14–00:15 A close-up shot shows a page in the photo book with a photo of a sunset over the ocean. The camera is stationary, focusing on the details of the photo. / 00:15–00:16 The camera pans back to the photo book as a hand flips through the pages. The pages display various photos, including trees and a waterfall. / 00:16–00:17 A close-up shot shows a page in the photo book with a photo of trees. The camera is stationary, focusing on the details of the photo. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of digital photos being easily forgotten or lost in the vast sea of online storage. The ad shows a photo book, suggesting that digital photos can be transformed into a tangible keepsake. # Value propositions - Transform digital photos into a lasting format - High-quality prints capture the true essence of the original photos # Benefits - Preserve memories - Tangible keepsake - Relive and share cherished moments # Features - High-quality prints - Custom photo book # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - 00:00–00:01 The ad begins by showing a close-up of a photo book with a camera next to it. - 00:01–00:17 The camera pans to the right as the pages of the photo book are flipped, showcasing various photos of landscapes, nature, and cityscapes. - 00:22–00:24 The camera focuses on the spine of the book, revealing the year "2024." - 00:24–00:26 The ad transitions to a person standing on a ship at sunset, with arms outstretched. - 00:26–00:28 The ad concludes with the Shutterfly logo and tagline, "Make something that means something."

# Ad summary This ad is an invitation to the baptism of Ethan Adam Hudson. The invitation includes a photo of the baby, the parents' names, the date and time of the baptism, the location of the church, and information about a brunch to follow at the Hudson home. # Brand positioning This ad is for a family event, the baptism of Ethan Adam Hudson. The brand, in this case, is the Hudson family, who are presented as a loving and welcoming family. The ad aims to create a sense of community and celebration around this special occasion. The Hudson family is presented as traditional and religious, as evidenced by the inclusion of a cross and the baptism ceremony. # Product This ad is an invitation to the baptism of Ethan Adam Hudson. The invitation includes the baby's name, the parents' names (Jon & Claire Hudson), the date and time of the baptism (Sunday, July 17, 2013, 11:00 AM), the location of the church (Park City Community Church, 244 Main Street, Park City, UT), and information about a brunch to follow at the Hudson home (4363 Evergreen Dr., Park City, UT). Guests are asked to RSVP to Claire at 435-549-5977. The invitation also includes a photo of the baby, a photo of the baby's feet being held, a photo of a cross, and a photo of the parents with the baby. # Visual style The ad has a clean and classic visual style with a grid layout and a limited color palette of light blue, dark gray, and black and white. The photos are all in black and white, which gives the ad a timeless feel. The text is simple and easy to read. # Hooks Headline: Ethan ADAM HUDSON # Funnel stage Top of funnel (Awareness) # Pain points None used. # Call to action None used. # Point of view - Brand: The entire ad is presented from the perspective of the Hudson family, inviting guests to their son's baptism. # Storyline - The ad opens with the baby's name, Ethan Adam Hudson, and an invitation to his baptism from his parents, Jon & Claire Hudson. This introduces the event and the people involved from the brand's perspective. - The ad then provides the date, time, and location of the baptism ceremony, followed by details about a brunch to be held at the Hudson home. This gives the audience all the necessary information to attend the event from the brand's perspective. - The ad includes photos of the baby, his feet, a cross, and the parents with the baby. These images add a personal touch and create a sense of warmth and celebration from the brand's perspective.

# Ad summary A wedding content creator showcases a variety of wedding invitations from Shutterfly, matching each invitation to a specific wedding style. # Brand positioning Shutterfly is presented as a brand that offers a wide variety of wedding invitations to match any wedding style. The brand is positioned as a go-to for couples looking for invitations that reflect their unique wedding vision, whether it's a floral and whimsical theme, a fancy chateau style, a bright white floral vibe, or a beach wedding. The brand aims to occupy the space of a versatile and customizable option for wedding stationery, catering to diverse tastes and preferences. The brand aligns with the values of personalization and attention to detail, promoting the idea that every wedding is unique and deserves an invitation that reflects that. The brand pushes against the norm of generic, one-size-fits-all wedding invitations, offering a range of styles to suit different aesthetics. The brand positioning is both functional (offering a variety of designs) and emotional (helping couples express their personal style and create a memorable first impression). # Product The featured product is a range of wedding invitations from Shutterfly, each designed to match a specific wedding style. The invitations come in various designs, including floral and whimsical, fancy chateau, bright white floral, and tropical leaf. Each invitation features unique design details, such as watercolor florals, gold detailing, scalloped edges, and tropical leaf prints. The invitations are for couples looking for personalized and stylish wedding stationery that reflects their unique wedding vision. The ad highlights the variety and customization options available, emphasizing that Shutterfly offers invitations to suit any wedding style. The ad addresses the purchase barrier of finding the perfect invitation by showcasing a range of options and suggesting that Shutterfly has something for everyone. The ad tells the viewer that these invitations are worth trying or buying because they are beautiful, elegant, and perfectly match different wedding themes. # Visual style The ad has a polished, commercial aesthetic with a UGC feel. The editing style is quick cuts, with smooth transitions between shots. The production quality is high-end, with good lighting and clear visuals. The pacing is consistent, with a moderate BPM. The cuts are timed to the voiceover lines. # Hooks Spoken: 00:00–00:02 Hey, what's up? My name is Emily. Visual: 00:00–00:02 A fair-skinned woman with blonde hair pulled back in a ponytail, wearing a blue and white patterned blouse, stands in front of a white wall with a framed picture. She is holding a black Rode microphone and speaking directly to the camera. # Funnel stage Consideration # Pain points Finding the perfect wedding invitation that reflects the couple's unique wedding vision. # Value propositions - Wedding invitations to match any wedding style - Personalized and stylish wedding stationery - Unique design details # Benefits - Beautiful - Elegant - Perfectly match different wedding themes # Features - Floral details - Watercolor florals - Gold detailing - Scalloped edge - Tropical leaf print # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is told from the perspective of a wedding content creator, who is presenting the product to the audience. # Storyline - 00:00–00:02 00:00–00:02 The video begins with Emily, a wedding content creator, introducing herself and the purpose of the video. - 00:02–00:05 00:02–00:05 Emily states that she will match wedding invitations from Shutterfly to the wedding. - 00:05–00:09 00:05–00:09 Emily shows a photo of a couple at their wedding and asks if a floral whimsical wedding is your vibe. - 00:09–00:15 00:09–00:15 Emily shows the Tranquil Flowers wedding invitation from Shutterfly and highlights the floral detail. - 00:15–00:18 00:15–00:18 Emily shows a photo of a couple at their wedding and asks if a fancy chateau wedding is your style. - 00:18–00:23 00:18–00:23 Emily shows the Laurel Embrace wedding invitation from Shutterfly and highlights the gold detailing. - 00:23–00:26 00:23–00:26 Emily shows a photo of a couple at their wedding and asks if you're into the bright white floral vibe. - 00:26–00:32 00:26–00:32 Emily shows the Delicate Florals wedding invitation from Shutterfly and highlights the floral detailing and scalloped edge. - 00:32–00:34 00:32–00:34 Emily shows a photo of a couple at their wedding and asks if you're a beach wedding couple. - 00:34–00:41 00:34–00:41 Emily shows the Leafy Lush wedding invitation from Shutterfly and highlights the tropical leaf print. - 00:41–00:46 00:41–00:46 The video ends with a screen that says "Shutterfly Wedding. Every invite tells a story. Find yours."

# Ad summary This ad promotes Shutterfly by showing a woman creating a gift basket full of Shutterfly keepsakes for her friend who adopted a dog. The basket includes a tumbler, socks, a blanket, and a tabletop print, all customized with photos of the dog. # Brand positioning Shutterfly is presented as a brand that helps people create personalized keepsakes and gifts to celebrate meaningful moments. The brand is positioned as a way to turn simple gifts into treasured memories through thoughtful details and customization. Shutterfly aligns with values of sentimentality, personalization, and celebrating relationships, whether they are friendships or pet adoptions. The brand pushes against generic, impersonal gifts by offering a wide range of customizable products that allow customers to create unique and meaningful items. # Product Shutterfly offers a variety of customizable products that allow customers to create personalized keepsakes and gifts. In this ad, the featured products include a tumbler, socks, a blanket, and a tabletop print. The tumbler is a white, handled mug that can be customized with photos. The socks are white and feature photos of a dog named Harlow, along with her name and paw print designs. The blanket is a soft, plush blanket that can also be customized with photos. The tabletop print is a small, framed photo that can be displayed on a table or desk. These products are for anyone who wants to create unique and meaningful gifts or keepsakes for themselves or others. The ad emphasizes that the thoughtful details and personalization of Shutterfly products turn simple gifts into something that will be treasured forever. # Visual style The ad has a bright and cheerful aesthetic, with natural lighting and a focus on warm, inviting colors. The editing style is smooth and seamless, with quick cuts between shots to maintain a fast pace. The production quality is polished and professional, giving the ad a high-end feel. The visual motifs include close-up shots of the Shutterfly products and heartwarming images of the dog, Harlow. The pacing is consistent throughout the ad, with cuts timed to the music and voiceover. # Hooks Spoken: 00:00–00:02 Some friendships and some love stories come with a little extra wag. Text overlay: 00:00–00:02 Some friendships and some love stories come with a little extra wag. Visual: 00:00–00:01 A toddler stands next to a large black dog on a white couch in a brightly lit living room. The camera is stationary and shows a medium shot of the child and dog. / 00:01–00:02 A person's hand pets a black dog lying on a white couch. The camera is close-up and shows the dog's face and the person's hand. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that generic gifts lack personal meaning and fail to capture the significance of special moments. # Value propositions - Shutterfly keepsakes turn simple gifts into something they'll treasure forever. - Thoughtful details make a gift truly special. # Benefits - Capture new family photos - Thoughtful details - Treasured forever # Features - Customizable products - Tabletop print - Cozy socks - Soft blanket - Tumbler # Call to action None used. # Point of view - Brand 100% – The entire ad is told from the perspective of a Shutterfly customer who is creating a gift for her friend. # Storyline - 00:00–00:02 00:00–00:02 The ad opens with a montage of a dog named Harlow interacting with a child and being petted. This establishes the bond between the dog and its new family, setting a heartwarming tone. - 00:02–00:04 00:02–00:04 The narrator introduces the story, stating that some friendships and love stories come with a little extra wag. This sets the stage for the story of Harlow's adoption and the gift that the narrator is creating. - 00:04–00:07 00:04–00:07 The narrator explains that when her friends fostered Harlow and ended up adopting her, she wanted to celebrate the moment in a way that truly mattered. This explains the motivation behind the gift and emphasizes the importance of the occasion. - 00:07–00:09 00:07–00:09 The narrator reveals that she put together a basket full of Shutterfly keepsakes. This introduces the product being advertised and highlights the variety of customizable items available. - 00:09–00:16 00:09–00:16 The ad showcases the different Shutterfly products in the basket, including a tabletop print, cozy socks, a soft blanket, and a tumbler. This provides a visual demonstration of the products and their customization options. - 00:16–00:20 00:16–00:20 The narrator concludes by stating that it's the thoughtful details that turn a simple gift into something they'll treasure forever. This reinforces the value proposition of Shutterfly and emphasizes the emotional connection associated with personalized gifts.

# Ad summary This ad promotes Shutterfly's wedding photo book service, highlighting the ability to enhance and elevate wedding memories. It features a close-up of an open photo book displaying wedding photos, along with a 24-hour free designer service. # Brand positioning Shutterfly is presented as a service that helps customers preserve and enhance their wedding memories through high-quality photo books. The brand positions itself as a provider of elegant and personalized keepsakes, emphasizing the emotional value of wedding photos. By offering a free designer service, Shutterfly aims to simplify the process of creating a photo book, making it accessible and appealing to a broad audience. The brand aligns with a lifestyle that values sentimentality and the preservation of important life events, pushing against the norm of digital-only photo storage. # Product The product being advertised is Shutterfly's wedding photo book service. It allows customers to create a physical album of their wedding photos. The ad highlights the ability to "enhance & elevate" wedding memories, suggesting a premium quality and design. A key feature mentioned is the "24-HOUR Free Designer Service," which addresses the potential purchase barrier of time and effort required to design a photo book. The product is for couples who want to preserve their wedding memories in a tangible and visually appealing format. The ad emphasizes the value of having a professionally designed and high-quality wedding photo book. # Visual style The ad has a clean and elegant visual style, with a focus on showcasing the quality of the photo book and the beauty of the wedding photos. The lighting is soft and natural, creating a warm and inviting atmosphere. The overall aesthetic is polished and professional, suggesting a high-end product. # Hooks Headline: Enhance & elevate your wedding photo book. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the potential frustration of time and effort required to design a wedding photo book. "24-HOUR Free Designer Service" signals this frustration. # Value propositions - Free Designer Service: Simplifies the photo book creation process, saving time and effort. # Benefits - Enhance & elevate your wedding photo book # Features - 24-HOUR Free Designer Service # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product and its features. # Storyline - The ad opens with a close-up shot of an open Shutterfly wedding photo book, showcasing wedding photos. This is intended to immediately capture the viewer's attention and highlight the product's visual appeal from the brand's perspective. - The ad then highlights the ability to "Enhance & elevate your wedding photo book," emphasizing the quality and design of Shutterfly's service. This is intended to communicate the value proposition of the product from the brand's perspective. - The ad mentions a "24-HOUR Free Designer Service," addressing a potential purchase barrier and offering a solution to simplify the photo book creation process. This is intended to reassure potential customers and make the service more accessible from the brand's perspective.

# Ad summary This ad demonstrates how to create a personalized mug using pressed flowers from your wedding and Shutterfly. # Brand positioning Shutterfly is presented as a service that allows users to create personalized keepsakes. The brand is positioned as a way to transform meaningful memories into everyday items, offering a blend of sentimentality and functionality. The brand aims to occupy a space in the consumer's mind as a provider of personalized, high-quality gifts and keepsakes that capture and preserve special moments. The brand aligns with values of personalization, sentimentality, and creativity, promoting a lifestyle where memories are cherished and celebrated. Shutterfly pushes against the norm of generic, impersonal gifts by offering a platform for creating unique, meaningful items. The brand positioning is both functional (providing a service for creating personalized items) and emotional (tapping into the desire to preserve and cherish memories). # Product The featured product is a customizable ceramic mug offered by Shutterfly. The ad demonstrates how users can personalize the mug by scanning pressed flowers from their wedding and uploading the images to the Shutterfly platform. The platform allows users to arrange the scanned images onto the mug's design template. The mug is presented as a keepsake that can be used every day, allowing users to cherish their wedding memories in a practical way. The ad addresses the purchase barrier of impersonal gifts by offering a unique, sentimental, and personalized alternative. The ad highlights the mug's ability to transform personal memories into a functional item, making it a worthwhile purchase for those seeking meaningful and unique gifts. # Visual style The ad has a clean, bright aesthetic with a focus on natural light and soft textures. The editing style is simple with smooth transitions between shots. The production quality is polished, giving it a commercial feel. The pacing is moderate, with cuts timed to the music. # Hooks Text overlay: 00:00–00:03 Valentine's Day gift idea Visual: 00:00–00:02: A pair of light-skinned hands with a silver ring on the left ring finger rotates a white ceramic mug. The mug is decorated with pressed flowers and leaves in various colors, including green, yellow, and black. The background is a blurred, light beige wall. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of finding unique and meaningful gifts, particularly for special occasions like Valentine's Day. The ad offers a solution to this problem by showcasing how to create a personalized mug using pressed flowers from a wedding, providing a sentimental and practical keepsake. # Value propositions - Transform wedding flowers into a personalized mug - Create a keepsake you can use everyday # Benefits - Unique and sentimental gift - Everyday keepsake - Preserves wedding memories # Features - Customizable ceramic mug - Personalized design using pressed flowers # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a customer showcasing how to create a personalized mug using Shutterfly. # Storyline - 00:00–00:02 The ad opens with a close-up of a white ceramic mug adorned with pressed flowers, immediately showcasing the final product and its aesthetic appeal. - 00:02–00:06 The camera transitions to a display of pressed flowers arranged on white paper, revealing the raw materials used in the mug's design. This shot introduces the personal and sentimental aspect of the project, highlighting the use of flowers from the couple's wedding. - 00:06–00:12 The ad shows a hand placing the pressed flowers on a scanner, demonstrating the initial step in digitizing the flowers for the mug design. This provides a practical glimpse into the creation process. - 00:12–00:16 The video cuts to a laptop screen displaying the Shutterfly website, where the scanned flower images are being uploaded. This step highlights the ease of use of the Shutterfly platform. - 00:16–00:22 The ad returns to the finished mug, now placed on a wooden table with a Shutterfly box in the background. This shot reinforces the product's visual appeal and its connection to the Shutterfly brand. - 00:22–00:24 The ad concludes with a screen displaying the Shutterfly logo and tagline, reinforcing the brand's message of creating meaningful keepsakes.

# Ad summary This ad features a collage of photos of a young girl, likely for personalized stationery from Katelynn Quinn. # Brand positioning The brand, Katelynn Quinn, is presented as a provider of personalized stationery. The use of a child's name and photos suggests a focus on products for children or families. The brand aims to occupy a space in the market for personalized, sentimental items, aligning with values of family and individuality. The brand positioning is emotional, focusing on creating personalized items that capture memories. # Product The product is personalized stationery featuring a collage of photos of a young girl. The stationery is white with a vertical strip on the left side containing five different photos of the same girl, each framed with a different color (pink, orange, green, blue, and purple). The girl's name, "katelynn quinn," is printed in pink at the bottom right of the stationery. The product is for anyone who wants personalized stationery, particularly families or individuals who want to feature photos of children. # Visual style The ad has a clean and simple visual style. The production quality is high, with well-lit and clear photos. The visual motif is a grid layout with a vertical strip of photos. The image treatment includes color framing around the photos and a clean white background. The typography is simple and legible. The style is platform-native, resembling a personalized stationery design. # Hooks Headline: None used # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Personalized stationery featuring a collage of photos # Benefits - Customizable with personal photos - Unique and sentimental # Features - Personalized stationery - Photo collage # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image showcases the brand's personalized stationery product, emphasizing its customization options and sentimental value. # Storyline - The ad presents a collage of photos of a young girl, showcasing the personalization aspect of the stationery. This is from the brand's perspective, highlighting the product's ability to feature personal photos. - The girl's name is printed at the bottom, reinforcing the personalized nature of the product. This is from the brand's perspective, emphasizing the customization options available.

# Ad summary This ad showcases a Shutterfly wall canvas. The ad features a woman unboxing a canvas print of a black and white wedding photo. She hangs the canvas on the wall and admires it. # Brand positioning Shutterfly is presented as a brand that helps customers transform their memories into tangible art pieces for their homes. The brand is positioned as a way to turn a wall into a story, emphasizing the emotional value of preserving and displaying personal moments. Shutterfly aims to occupy a space in the consumer's mind as a provider of personalized, high-quality home decor that captures and celebrates meaningful life events. The brand aligns with values of sentimentality, personalization, and timelessness, promoting a lifestyle where memories are cherished and prominently displayed. Shutterfly pushes against the norm of generic, mass-produced wall art by offering customers the ability to create unique pieces that reflect their personal stories. The brand positioning is both functional, in terms of providing a service for creating wall art, and emotional, by focusing on the sentimental value of preserving memories. # Product The featured product is a Shutterfly wall canvas, a customizable piece of wall art that allows customers to display their personal photos. The canvas is shown with a gold frame and features a black and white wedding photo of a couple. The product is for anyone who wants to preserve and display their memories in a tangible and artistic way. The ad highlights the product's ability to turn a wall into a story, emphasizing its emotional value. The canvas is presented as a way to make a moment completely timeless. The ad addresses the purchase barrier of generic wall art by offering a personalized and unique alternative. The product is worth trying or buying because it allows customers to create a meaningful and sentimental piece of home decor that captures their personal stories. # Visual style The ad has a polished, natural aesthetic with warm lighting and a focus on home decor. The editing style is smooth with static shots and minimal transitions. The production quality is high-end, giving the ad a commercial feel. The pacing is consistent throughout the ad. # Hooks Spoken: 00:02–00:04 I love when a piece just fits, like it was always meant to be here. Text overlay: 00:00–00:04 POV: Your Shutterfly wall canvas arrived and it's 🤌 Visual: 00:00–00:02 A medium shot shows a woman's hands opening a cardboard package on a round wooden table. The package contains a Shutterfly wall canvas. A potted plant with green hydrangeas sits on the table. The background includes a window and various plants. / 00:02–00:04 A close-up shot shows the woman pulling the canvas out of the package. The canvas features a black and white wedding photo of a couple with a gold frame. The canvas is partially covered in plastic wrap. # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that generic wall art lacks personal meaning and fails to capture the unique stories of individuals. The woman states, "I love when a piece just fits, like it was always meant to be here," suggesting that other wall art options may not feel as personal or meaningful. # Value propositions - Personalized wall art that captures meaningful life events - High-quality home decor that preserves memories # Benefits - Turns a wall into a story - Makes a moment completely timeless # Features - Customizable wall canvas - Gold frame - Black and white photo print # Call to action None used. # Social proof - "I love when a piece just fits, like it was always meant to be here" – Female 1 (Customer) - "I'll always opt for something that turns a wall into a story" – Female 1 (Customer) - "Taking a moment and making it completely timeless" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer who is unboxing and displaying a Shutterfly wall canvas. # Storyline - 00:00–00:02 The ad begins with a shot of a Shutterfly wall canvas in its packaging on a wooden table. - 00:02–00:04 The woman opens the package to reveal a black and white wedding photo canvas with a gold frame. - 00:05–00:11 The woman hangs the canvas on a green brick wall. - 00:11–00:15 The woman admires the canvas on the wall. - 00:18–00:20 The ad ends with a shot of the Shutterfly logo and tagline.

# Ad summary This ad promotes Artkive, a service that creates photo books of children's artwork. The ad begins with a woman showing a bin full of her child's artwork. She then shows the viewer the Artkive book she created, which contains photos of the artwork. She then places the book on a shelf with other Artkive books. # Brand positioning Artkive is presented as a modern solution for parents looking to preserve their children's artwork in a tangible and organized way. The brand positions itself as a way to transform piles of kids' art into beautifully bound books, offering a clutter-free alternative to storing physical artwork. The brand aligns with the values of memory-keeping, organization, and aesthetic appeal, catering to parents who want to cherish their children's creativity without the mess. Artkive pushes against the norm of disorganized storage or discarding of children's art, offering a functional and emotional solution for preserving these memories. # Product Artkive is a service that allows parents to create photo books of their children's artwork. The service works by having parents take photos of their children's artwork and upload them to the Artkive app or website. Artkive then creates a professionally printed and bound book containing the photos. The books are designed to be a clutter-free way to preserve children's artwork and can be customized with different covers and layouts. The ad highlights the ease of use and the beautiful, organized outcome, addressing the common pain point of parents struggling to manage and preserve their children's art. # Visual style The ad has a bright and clean aesthetic, with natural lighting and a focus on showcasing the product in a home setting. The editing style is simple, with smooth transitions between shots. The production quality is polished, giving the ad a professional feel. The pacing is moderate, allowing viewers to see the artwork and the photo books in detail. # Hooks Spoken: 00:00–00:07 pov you're a mom and you figure out a better way to store all of your kids art Text overlay: 00:00–00:07 pov you're a mom and you figure out a better way to store all of your kids art Visual: 00:00–00:02 A woman with dark hair pulled back, wearing a pink pajama set, kneels on a light wood floor in a brightly lit room. She holds a large, clear plastic bin filled with colorful children's artwork. Behind her is a white bookshelf with various decorative items and books. A framed poster with the word "PEACE" is visible on the wall. The camera is positioned at a low angle, looking up at the woman. / 00:02–00:07 The woman pulls out individual pieces of artwork from the bin, holding them up to the camera. The artwork includes drawings of hearts, unicorns, and cupcakes. The camera zooms in slightly to focus on the artwork. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of moms struggling to find a better way to store all of their kids' art. "pov you're a mom and you figure out a better way to store all of your kids art" # Value propositions - Organized storage of children's artwork - Clutter-free way to preserve memories # Benefits - A better way to store all of your kids art # Features - Photo books of children's artwork # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The entire video is presented from the perspective of a mother using and showcasing the Artkive product. # Storyline - 00:00–00:02 00:00–00:02 The ad begins with a woman kneeling on the floor, holding a large plastic bin filled with children's artwork. She opens the bin and begins pulling out various pieces of art. - 00:02–00:07 00:02–00:07 The woman holds up individual pieces of artwork, showing them to the camera. The artwork includes drawings, paintings, and crafts. - 00:07–00:16 00:07–00:16 The woman presents a finished Artkive book, showcasing its cover and flipping through the pages to display the organized collection of artwork inside. - 00:16–00:37 00:16–00:37 The woman shows multiple Artkive books, each with a different cover and title. She then places the books on a shelf, demonstrating how they can be stored and displayed.

# Ad summary This ad showcases a variety of personalized gifts from Shutterfly, presented in a gift basket. The ad emphasizes the brand's ability to help celebrate every milestone with unique and treasured items. # Brand positioning Shutterfly is presented as a brand that specializes in personalized gifts for all of life's seasons and milestones. The brand aims to occupy a space in the consumer's mind as a go-to for creating unique, treasured gifts that celebrate special moments. The brand aligns with values of personalization, sentimentality, and thoughtfulness, promoting a lifestyle of cherishing memories and relationships. Shutterfly pushes against the norm of generic, impersonal gifts by offering customizable options that cater to individual tastes and preferences. The brand positioning is both functional, providing a platform for creating personalized items, and emotional, tapping into the desire to create meaningful and lasting connections through gifting. The brand offers a wide range of customizable products, from home decor to photo albums, all designed to capture and celebrate life's special moments. # Product The ad features a variety of personalized gifts from Shutterfly, including a custom-designed game night card set, a 252-piece puzzle featuring a baby photo, a stemless wine glass engraved with "Mama's Juice" and a name, a wooden photo holder, and a photo print of a mother and baby. These products are designed for anyone looking to create unique and sentimental gifts. The products are customizable with personal photos, names, and designs, making them ideal for celebrating milestones and creating lasting memories. The ad addresses the purchase barrier of impersonal gifting by offering a solution that allows customers to create one-of-a-kind items. The ad tells the viewer that these products are worth trying or buying because they offer a way to create treasured gifts that capture and celebrate life's special moments. # Visual style The ad has a polished, commercial aesthetic with natural lighting. The editing style consists of static shots with smooth transitions. The production quality is high-end, supporting a tone of sophistication and personalization. The pacing is slow and consistent, allowing viewers to appreciate the details of each product. # Hooks Spoken: 00:18–00:21 Because every chapter deserves a gift they'll treasure. Text overlay: Because every chapter deserves a gift they'll treasure. Visual: 00:18–00:21 A hand places a photo print of a mother and baby into the wooden photo holder. The background remains the same. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the frustration of giving impersonal gifts by offering a solution that allows customers to create unique and sentimental items. "Because every chapter deserves a gift they'll treasure." # Value propositions - Personalized gifts that capture and celebrate life's special moments - Customizable items that create lasting memories - Unique and sentimental gifts for every chapter of life # Benefits - Unique gifts for every season of life - Celebrates every milestone, big or small - Treasured gifts # Features - Personalized card set - Customizable puzzle - Engraved wine glass - Wooden photo holder - Photo print # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is presented from the perspective of a customer creating a personalized gift basket. # Storyline - 00:00–00:03 A hand places several Shutterfly boxes on a wooden table. - 00:03–00:04 The hand places a wicker basket on the table. - 00:04–00:07 The hand places a white cloth bag with the words "JamesPack" on the inside of the basket. - 00:07–00:21 The hand places a personalized card set, a puzzle, a wine glass, a wooden photo holder, and a photo print into the basket. - 00:21–00:29 The hand picks up the basket and shows the contents.

# Ad summary This ad promotes a photo album as a Valentine's Day gift, emphasizing its ability to capture and preserve a couple's love story. # Brand positioning The brand is presented as a provider of personalized, high-quality photo albums, ideal for commemorating special occasions and relationships. The brand positions itself in the market as a creator of sentimental keepsakes, focusing on the emotional value of preserving memories. It aligns with values of love, nostalgia, and personalization, offering a tangible way to celebrate and remember important life events. The brand ignores the trend of digital-only photo sharing, instead emphasizing the unique and lasting quality of a physical album. The brand positioning is primarily emotional, appealing to customers who value sentimentality and tangible expressions of love and memory. # Product The product is a custom photo album designed to preserve and showcase cherished memories, particularly wedding photos. It features a white cover with the inscription "Mr. & Mrs." in elegant script, along with space for the couple's last name and wedding date. The album's cover displays a full-color photograph of a newlywed couple in a field at sunset. The album is presented as a Valentine's Day gift, suggesting it's an ideal present for couples. The ad addresses the purchase barrier of finding a meaningful and personalized gift by offering a way to encapsulate a couple's love story in a beautifully designed album. The album is shown resting on a soft, pink knitted blanket, enhancing its appeal as a cozy and sentimental keepsake. # Visual style The ad has a clean and sentimental visual aesthetic. The production quality is high, with a focus on showcasing the product in an appealing and professional manner. The visual motifs include a soft color palette, a focus on personalization, and a cozy setting. The image treatment includes subtle color grading to enhance the warmth and sentimentality of the scene. The typography is elegant and understated, complementing the overall aesthetic. The style is designed to be visually appealing and easily scannable in a social media feed. # Hooks Headline: Make your love story their favorite gift. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of finding a meaningful and personalized Valentine's Day gift. # Value propositions - The photo album allows you to "Make your love story their favorite gift." # Call to action None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing the product and its features in an appealing and persuasive manner. # Storyline - The ad opens with a close-up shot of a photo album resting on a pink knitted blanket. The intention is to immediately draw the viewer's attention to the product and create a sense of warmth and sentimentality. The audience experiences this from the brand's perspective, showcasing the product in an appealing setting. - The focus shifts to the album's cover, which features a wedding photo and personalized details like "Mr. & Mrs." and the couple's last name. This highlights the album's customizability and its ability to capture a unique love story. The brand is telling this part of the story, emphasizing the personal touch and emotional value of the product. - The ad concludes with the headline "Make your love story their favorite gift," positioned above the album. This reinforces the idea that the album is a thoughtful and meaningful Valentine's Day present. The brand is directly addressing the viewer, encouraging them to consider the album as a way to celebrate and preserve love.

# Ad summary This image ad promotes personalized Valentine's Day gifts, featuring a young couple in a loving pose and showcasing various products like a framed photo, a tile, and a mug, all customized with their image. # Brand positioning The brand is presented as a provider of personalized gifts, focusing on sentimental value and the creation of lasting memories. It positions itself as a go-to for special occasions like Valentine's Day, emphasizing the emotional connection and thoughtfulness behind gift-giving. The brand aligns with values of love, personalization, and creating unique, cherished items. It ignores the trend of generic, mass-produced gifts, instead offering a way to make presents more meaningful and personal. The brand positioning is primarily emotional, centered around the joy of giving and receiving heartfelt, customized items. # Product The featured products are personalized Valentine's Day gifts, specifically a framed photo, a tile, and a mug. Each item is customized with the same image of a young couple sharing a loving moment. The framed photo is a standard rectangular frame with a light wood finish, displaying the couple's photo within. The tile appears to be a square ceramic tile, also imprinted with the same image. The mug is a standard white ceramic mug with the couple's photo wrapped around it, along with the text "Love You" printed on the side. These products are designed for anyone looking to create a unique and sentimental gift for their loved ones, particularly for Valentine's Day. The USPs include the ability to personalize each item with a cherished photo, making them one-of-a-kind keepsakes. The ad addresses the purchase barrier of finding a truly meaningful gift by offering a way to create something personal and heartfelt. # Visual style The ad has a clean and modern visual style, using a split-screen layout with a solid red background on the top and bottom. The left side features a real-life image of a couple, while the right side showcases the personalized products against solid color backgrounds. The lighting is soft and natural, creating a warm and inviting atmosphere. The overall aesthetic is polished and professional, suggesting high-quality products and services. The typography is simple and elegant, complementing the overall design. # Hooks Headline: Gifts they'll adore forevermore. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Personalized Valentine's gifts that will be cherished for a long time. # Benefits - Gifts they'll adore forevermore. # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is conveying the message that they offer personalized Valentine's Day gifts that will be cherished forever, as seen in the top caption. # Storyline - The ad opens with a header that reads "PERSONALIZED VALENTINES Gifts they'll adore forevermore." This sets the stage for the ad, immediately conveying the message that the brand offers unique, personalized gifts perfect for Valentine's Day, promising lasting appreciation from the recipient. The brand is telling the audience that these gifts are not just ordinary presents but cherished keepsakes. - The ad then transitions to a visual of a young couple in a loving embrace, which is the image used to personalize the gifts. This visual reinforces the theme of love and connection, showing the audience the type of image that can be used to create these personalized gifts. The audience is experiencing this moment from the couple's perspective, emphasizing the personal and emotional aspect of the gifts. - The ad showcases the personalized gifts: a framed photo, a tile, and a mug, each featuring the couple's image. This demonstrates the versatility of the brand's offerings, showing the audience the different ways they can personalize gifts. The brand is showing the audience the tangible results of their personalization service, highlighting the quality and appeal of the finished products.

# Ad summary This ad showcases personalized Valentine's Day gifts, specifically a framed photo and a mug, emphasizing the ability to create lasting, personalized items. # Brand positioning The brand is presented as a provider of personalized gifts, focusing on creating items that hold sentimental value and can be cherished for a long time. The emphasis on 'personalized valentines' and 'gifts they'll adore forevermore' suggests a brand that values emotional connections and the creation of lasting memories through its products. The brand aims to occupy a space in the consumer's mind as a go-to for thoughtful, customized presents, particularly for special occasions like Valentine's Day. It aligns with values of love, thoughtfulness, and the importance of personal connections, pushing against generic, impersonal gift-giving norms. The brand positioning is primarily emotional, focusing on the feelings and memories associated with the gifts. # Product The ad features two main products: a framed photo and a mug, both personalized with the same image of a couple. The framed photo is displayed in a light wood frame with a white matte, showcasing a snapshot of a couple in matching shirts with a heart on them. The mug is a standard white ceramic mug, also featuring the same image of the couple wrapped around its surface. The products are for anyone looking to create a personalized gift for a loved one, particularly for Valentine's Day. The USPs are the ability to customize these items with personal photos, making them unique and sentimental gifts. The ad addresses the purchase barrier of finding a meaningful and lasting gift by offering personalized options that can be treasured for years to come. # Visual style The ad has a clean and warm visual aesthetic, with a focus on showcasing the personalized products in a realistic setting. The production quality appears to be high, with well-lit and professionally styled product photography. The visual motifs include a focus on the personalized aspect of the gifts, with the same image of a couple featured on both the framed photo and the mug. The image treatment includes subtle color grading to enhance the warmth and coziness of the scene. The typography is clean and legible, and the overall style is designed to be visually appealing and easy to scan in a social media feed. # Hooks Headline: Gifts they'll adore forevermore. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the challenge of finding a meaningful and lasting gift, particularly for Valentine's Day. The phrase 'Gifts they'll adore forevermore' implies that typical gifts may not have the same lasting impact or emotional resonance. # Value propositions - Personalized gifts that can be cherished for a long time. # Benefits - Gifts they'll adore forevermore. # Features - Personalized gifts - Framed photo - Mug # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the availability of personalized Valentine's Day gifts that are designed to be cherished. # Storyline - The ad opens with a headline that reads 'PERSONALIZED VALENTINES' and 'Gifts they'll adore forevermore,' immediately setting the context for the ad and promising gifts that will be cherished. The brand is telling the audience that they offer unique, personalized options for Valentine's Day, emphasizing the emotional value of their products. - The focal point then shifts to the visual presentation of the products: a framed photo and a mug, both featuring a loving couple. The brand is showing the audience a real-life example of how their products can be personalized, making the concept more tangible and appealing. - A 'VALENTINE'S DAY GIFT SHOP' badge is displayed, further reinforcing the ad's theme and directing the audience to a specific section for Valentine's Day gifts. The brand is guiding the audience towards a curated selection of products suitable for the occasion, simplifying the shopping process.

# Ad summary A woman shows off a photo book she created on Shutterfly using engagement photos. She highlights the custom binding, stickers, embellishments, and layouts that make it easy to design something unique and timeless. She imagines showing it to her kids one day. # Brand positioning Shutterfly is presented as a service that allows users to create personalized photo books and other products to preserve memories. The brand emphasizes customization, offering a range of options from custom bindings to stickers and embellishments. Shutterfly aims to occupy a space in the consumer's mind as a provider of high-quality, personalized keepsakes that capture and celebrate life's special moments. The brand aligns with values of sentimentality, creativity, and personalization, promoting a lifestyle of cherishing memories and sharing them with loved ones. The brand positioning is both functional (offering a variety of customization options) and emotional (evoking feelings of nostalgia and connection). # Product The featured product is a custom photo book created using Shutterfly. The photo book is designed to preserve and showcase engagement photos. It features a custom binding, various layouts, stickers, and embellishments, allowing for a personalized and unique design. The product is for anyone who wants to create a tangible keepsake of their special moments, particularly couples celebrating their engagement. The ad highlights the ease of designing something unique and timeless with Shutterfly's different layouts and customization options. The product addresses the desire to preserve memories in a physical format that can be shared and cherished for years to come. # Visual style The ad has a polished, commercial aesthetic with a UGC feel. The editing style includes quick cuts and smooth transitions. The production quality is high-end, with natural lighting and clear visuals. The pacing is consistent throughout the ad, with cuts timed to the voiceover lines. The overall tone is sentimental and aspirational. # Hooks Spoken: 00:00–00:04 Female 1: I wanted a special way to save our engagement photos, so I created our photo book with Shutterfly. Text overlay: 00:00–00:04 I wanted a special way to save our engagement photos / 00:01–00:04 so I created our photo book with Shutterfly. Visual: 00:00–00:02 A woman's hands are shown flipping through a photo book with black and white engagement photos. The background is a neutral gray surface. The photos show a couple in various poses on a beach. The camera is handheld and moves with the pages. / 00:02–00:04 The photo book is shown closed, with a cover photo of the couple kissing on the beach. The background is a textured surface. The camera is stationary and focuses on the cover. Text on the cover: Forever with you, Kimiko & Zach, March 26, 2025. # Funnel stage Consideration # Pain points The ad addresses the pain point of wanting a special and unique way to save and preserve engagement photos. The woman states, "I wanted a special way to save our engagement photos." # Value propositions - Create a personalized photo book to save and cherish your engagement photos - Design something unique and timeless with custom bindings, stickers, embellishments, and different layouts - Preserve your love story and create a family heirloom to share with future generations # Benefits - Every page feels personal - Easy to design something unique - Timeless keepsake # Features - Custom bindings - Cute stickers and embellishments - Different layouts # Call to action Make your love story last forever with Shutterfly. # Point of view - Customer 80% – The majority of the video is told from the perspective of a customer sharing her experience with Shutterfly. - Brand 20% – The brand's official voice is used at the end to deliver a call to action and reinforce the brand message. # Storyline - 00:00–00:04 00:00–00:04 The woman opens a photo book filled with engagement photos and says she wanted a special way to save their engagement photos, so she created a photo book with Shutterfly. This introduces the product and the reason for its creation, from the perspective of a satisfied customer. The tone is sentimental and personal. - 00:04–00:08 00:04–00:08 The woman shows the Shutterfly interface on a laptop and says from custom bindings to cute stickers and embellishments, every page feels personal to us. This highlights the customization options and personal touch that Shutterfly offers, from the perspective of a user customizing the book. The tone is enthusiastic and appreciative. - 00:08–00:12 00:08–00:12 The woman shows the Shutterfly interface on a laptop and says the different layouts make it so easy to design something unique and timeless. This emphasizes the ease of use and the ability to create a unique and lasting keepsake, from the perspective of a user designing the book. The tone is appreciative and impressed. - 00:12–00:15 00:12–00:15 The woman flips through the photo book and says and holding it in my hands, I can already picture showing this to our kids one day. This conveys the emotional value of the photo book as a family heirloom, from the perspective of a future parent. The tone is sentimental and forward-looking. - 00:15–00:18 00:15–00:18 The woman and a man are shown holding the photo book and smiling, and the woman says make your love story last forever with Shutterfly. This is a call to action to use Shutterfly to preserve memories, from the brand's perspective. The tone is encouraging and romantic. - 00:18–00:20 00:18–00:20 The Shutterfly logo and tagline are displayed: Make something that means something. This reinforces the brand's message of creating meaningful keepsakes, from the brand's perspective. The tone is sentimental and aspirational.