Shutterfly wanted to turn its new personalized stationery line into a must-have – and turned to Flashpoint PR for ideas that would break the mold.
Flashpoint PR reached for the stars – literally. Even though the product wasn’t the only one auditioning for A-list status, we had our hearts set on making the social stationery an “it” item. Our idea: tap into celebrity mom fervor with a celebrity sneak peek, a Hollywood-worthy debut, and events that ignited the celebri-sphere. Hits included the Ellen DeGeneres Show Mother’s Day show, Pregnancy Magazine, People, Parents.com, Daily Candy L.A., and Celebrity Baby Blog. Ugly Betty’s Ana Ortiz and The King of Queens’ Nicole Sullivan used Shutterfly Stationery for their baby shower invitations. And the hip stationery became Shutterfly’s most successful product line.
Shutterfly ’s social stationery spans many occasions including wedding, birthday, and baby. We focused on “baby” to differentiate Shutterfly Stationery from the crowd of wannabes – and take full advantage of the excitement sparked by the new arrivals of Angelina, the Jennifers, Heidi, Nicole, and other celebs. And since “new” often means “young” in mom terms, we were able to present the stationery’s hip designs without signaling a departure from Shutterfly’s typically tame aesthetic.
Flashpoint conceptualized and executed a phased approach to making the A-list. We set the scene by giving the crème de la crème of lifestyle, fashion, and design media a sneak peek. They each received a personalized stationery wardrobe matched to their outlet and personal style – and they loved it. Classically cool Kate Betts of Time cooed over her sophisticated “Cocoa Quill” design, “This looks fantastic!”
Next up, a partnership and trunk show with the “it” L.A. baby boutique Petit Tresor. Co-designed birth announcements, thank you notes, and shower invitations headlined an invite-only trunk show, launching the line to the rich and famous. The garden party won over celebrity moms-to-be and kicked off a six month media campaign.
To keep them talking, we took our stationery “look book” to New York, where card stylist Stephanie Roeder wooed editors with personalized stationery and canny advice for new moms. Back on the west coast, our team courted trunk show attendees with stationery styles to match party themes and won over baby event planners who fed the buzz.