Brand re-positioning via social purpose initiative
The Problem
Shutterstock were looking to challenge and expand the understanding of their brand. They wanted to re-position themselves as more than just a photo library, educating senior marketers and agency professionals on their bespoke studios offering.
They wanted to tell their story, in a fun and engaging way, whilst simultaneously driving interest for their commercial teams.
Problem Solved
The Drum devised a partnership to engage the creative industry in a hands-on way, centred around a social purpose initiative.
We sourced a charity in need of marketing support, recruited pro-bono creative experts (from the likes of Discovery Inc. and TBWA) – then challenged them to tackle the charity’s brief, armed with free access to Shutterstock studios.
The team successfully launched a digital fundraising campaign and social media tag – alongside a visual story and assets package.
The creative process was documented and amplified at The Drum’s Creative and Digital Transformation festivals, and the campaign promoted via editorial content and digital advertising.
Results
342
event registrations
1,278
article views
4
sourced creative experts
57,653
social impressions
294,116
digital display impressions
15,047
video views
“Our collaboration with The Drum has involved working on many projects over a number of years. We have taken advantage of multiple event formats allowing us to reach key audiences and help drive new business, customer retention & engagement, whilst amplifying brand awareness. The team is fantastic to work with. Regular update meetings, brainstorming sessions and troubleshooting helped us feel valued as a client and above all, reach our project objectives .”
Steve Brown, director of partnerships and events, Shuttershock
