VistaPrint is launching a new campaign in Canada that shifts its marketing lens to finding joy in life’s smaller moments.

Called “If You Celebrate It, We Print It,” the campaign marks a major departure for the ecommerce brand, which traditionally markets specifically around the holiday season. As part of a new, consumer-oriented and always-on strategy, it endeavours to connect with an audience who are looking for a wide array of different reasons to celebrate, from major life milestones like a wedding, birthday or baby announcement to smaller occasions like “Gotcha Day” for a beloved pet or a preschool graduation.

“We want people to know VistaPrint is the place to go for consumers when they’re celebrating those special moments,” explains Erin Shea, head of North America marketing for the brand. “And those moments aren’t just the holidays.”

The campaign has a heavy, social-first spend featuring both 15- and 8-second social videos intended to meet the brand’s audience where they are spending their time.

“Consumers – moms in particular – are on social, and on their phones, consuming and engaging with content,” explains Shea. “We’re specifically targeting Gen X moms and millennials who are interested in trends and just generally, people who are time crunched. They want to celebrate all of these moments, and they have the desire to do so, but maybe they don’t have the time. Many of them have kids and families looking to celebrate, and we want to get in front of them when they have this need, because consumers who identify a brand they like will come back.”

Ultimately, she notes, driving trial to generate loyalty and retention is the key to the strategy. Alongside the campaign, the brand is running a limited-time discount promotion, allowing viewers to use a special code for 30% off invitations and other celebration materials.

“In the past, having customized celebrations could probably seem daunting. It’s a lot of work and can be time sensitive,” adds Shea. “We believe it’s not only important to celebrate, but also that we can help people do it quickly, easily and at a good price.”

The campaign will run into the summer, with potential for an extension once the company reevaluates at that point. Essence handled media, while creative and production was led in house.