CREATIVE LICENSING

The Results
A Triple Win of Revenue Growth, Earned Media and Awards

Our strategic approach drove an award-winning campaign that delivered impressive results within the first six months, in both revenue growth and extensive earned media coverage.

Significant business growth included:

  • 4.865 million incremental site visitors
  • +15% in YOY incremental branded searches
  • 35 million incremental impressions
  • 20 million incremental video views
  • and incremental revenue increases in the first 6 months

The campaign, “It’s Not Stock. It’s Shutterstock,” achieved immediate, significant business impact on a very modest budget. 

The launch video (at first unpromoted) garnered over 2 million views in its debut week, sparking widespread media attention.  The Earned Media attention was immediate and significant.  Over 100 pieces of domestic and international press coverage followed, appearing in cultural, business and technology journals, with features in outlets like The Drum, Time, TechCrunch, Adweek, Fortune, and Campaign Magazine.

The campaign was also highly rewarded across the industry:

  • 2019 D&AD – Use of Trends & Tactical Marketing – Wood Pencil
  • 2019 D&AD – Social Video – Shortlist
  • 2019 ONE SHOW – Social Post / Real-Time Response – Merit
  • 2019 WEBBYS – Social, Best Use of Video – Winner
  • 2019 SHORTYS – Best Use of Video – Bronze
  • 2019 SHORTYS – Best Use of Video – Audience Honor
  • 2019 AICP NEXT AWARDS – Social – Winner
  • 2019 TELLYS – Branded Content: Viral – Gold
  • 2019 NY FESTIVALS – Finalist (x3)
  • and 2 Bulldog PR Awards.
The Challenges

The brand was challenged by the competition, market perceptions and ineffective marketing.

  • Despite similar website traffic, Getty Images consistently outperformed Shutterstock in creative licensing sales.
  • The category was growing beyond premium competitors like Getty Images and experiencing a proliferation of low cost and “freemium” alternatives.
  • Creative professionals perceived Shutterstock’s offerings as lower in quality, associating the brand with uninspired “stock” imagery.
  • Previous marketing efforts to highlight Shutterstock’s premium assets resulted in no gains or only modest improvements.
The Strategy

A thorough 4Cs analysis—covering Company, Category, Customer, and Culture—uncovered a disconnect between perception and reality.  Shutterstock’s creative assets, tools, and services were competitive and well-regarded but needed a more compelling narrative to shift public perception and drive sales.

Our strategy focused on repositioning Shutterstock by highlighting its creative edge through a culturally resonant campaign.  The approach transformed skepticism into engagement, leveraging earned media to amplify impact, rebuild the brand’s reputation, and boost sales.  Shutterstock’s reputation finally caught “fyre” in the marketplace.