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Given Flickr’s storied past and its community’s sensitivity to change, the task at hand was to communicate this transition not as a mere corporate maneuver but as a thoughtful consolidation aimed at rejuvenating and empowering the photography community.
Our strategy centered on developing a narrative that highlighted SmugMug’s familial roots and its authentic commitment to the art and craft of photography—a commitment that mirrored the values held dear by Flickr enthusiasts.
Through a blend of email marketing, social media outreach, and targeted paid media, we directed users to a specially designed landing page that further detailed the merger’s benefits and vision. The result was a cohesive, heartfelt campaign that not only alleviated concerns but also sparked renewed enthusiasm for what the future holds under this new alliance.
