Crafting the acquisition story for two leading photography brands.

SmugMug + Flickr Brand Strategy, Launch Campaign

You may or may not have heard of SmugMug (the world’s largest independent photo-sharing site), but you’ve definitely heard of Flickr. Whereas SmugMug has been family owned since the start, the ownership of photo-sharing giant Flickr has been tossed around a few times by corporations that didn’t care about photography. So when SmugMug told us they were acquiring Flickr in order to breathe new life into the platform, we were excited to help.

Change for the better.

Because of Flickr’s wobbly past, its passionate users are hyper-wary of change. They don’t want their beloved platform to be lost or denigrated. SmugMug, luckily, feels the same. Their challenge to us was to create strategy and produce content and messaging to ensure to their community that the acquisition wasn’t just another business transaction but a way to unite their communities and put the power back in the hands of those who are enthusiastic about photography…the photographer.

United we capture.

We partnered closely with SmugMug to position their message and announce the merging of these two iconic brands under SmugMug leadership, including cementing a brand voice & strategy, social media marketing and messaging guidelines, an announcement video and landing page website.

Our final result was a creative execution that put the focus directly on photographers, quite literally. The incredible announcement video we created flipped the lens and focused on individuals behind their beautiful photos. With the focus on the photographer at its core, we helped established a fully integrated launch campaign driving users to a video and web landing page experience through email, social media and paid media marketing.

“It is more important to click with people than to click the shutter.”

Alfred Eisenstaedt

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