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Yahoo Reveals Sophisticated New Logo

Posted by Sheila Shayon on September 5, 2013 11:02 AM

Capping off its "30 Days of Change" logo campaign launched in August, Yahoo has officially unveiled its new logo, the third since the company was founded in the mid-90s. And while the 'new' logo may not be all that different, the digital and social campaign surrounding it exemplifies the efforts that the company has undertaken to appeal to a younger generation of internet users. 

Designed by Yahoo's in-house brand design group (with the help of CEO Marissa Mayer), the new logo is described by Yahoo SVP-brand creative Bob Stohrer as "sophisticated with a wink"—on point with Mayer's Tumblr comments about building a strong base, but keeping a bit of whimsy.Continue reading...

fashion week

Tumblr Teams with Major Fashion Brands for Offline Fashion Week Display

Posted by Sheila Shayon on August 30, 2013 06:03 PM

Tumblr is blowing out its previous New York Fashion Week promotions this year by pairing 20 fashion bloggers with 18 top designers and two "secret" organizations for two-week long apprenticeships prior to the famous runway shows. 

The result will be a visually-appealing—and offline—gallery meant to elevate "their art and collaborations into something that's physical," said Valentine Uhovski, Tumblr's fashion evangelist, according to Mashable. 

While Tumblr says it wants to keep the list of partnerships secret, the blogosphere has revealed thus far that blogger Miguel Yatco of Living in the Stills is partnered with Oscar de la Renta, Sara Zucker with Anna Sui, and Jamie Beck of Ann Street Studio with Donna Karan.Continue reading...

media brands

Miley Cyrus + MTV = Record-Setting VMA Ratings

Posted by Sheila Shayon on August 27, 2013 01:47 PM

Sunday's controversy-filled telecast of the MTV Video Music Awards paid off, garnering the network a big boost in viewership and engagement that has returned the annual awards show to near peak 2011 and 2012 levels. 

More than 10 million viewers tuned in, according to Variety, breaking viewership records for 2006 through 2010, but the most significant impact was on social, where the show generated a record-setting 31.56 million mentions across social channels including Twitter, Facebook, GetGlue and Viggle, according to data collected by Trendrr, TVMediaInsights reports

Not only did Miley Cyrus unseat Lady Gaga as the 'queen of obscene' with her overtly sexual performance, but she also booted Beyonce from the top spot with over 306,000 tweets per minute during her performance, a record previously set with 268,000 TPM by Beyonce during last year's Super Bowl halftime show.Continue reading...

brand revival

Marissa Mayer is Transforming Yahoo into a Full-Fledged Media Platform

Posted by Sheila Shayon on August 23, 2013 02:52 PM

Perhaps we should have seen it coming when Yahoo's Marissa Mayer covered the September issue of Vogue. Mayer is busy dusting off her aging internet company and is creating quite the image for herself in the process. One thing she's made clear: her Yahoo will be nothing like what existed—and failed—before. 

Multiple sources close to the company report that Mayer has been busy securing a deal with longtime news personality and talk show host Katie Couric for an exclusive web interview show that would like on Yahoo's homepage, while others have said that Mayer is in preliminary talks with Conde Nast to feature some of Vogue's content on the site.Continue reading...

social media watch

J.Crew Takes Fall Catalog Digital with Exclusive Pinterest Debut

Posted by Sheila Shayon on August 19, 2013 12:32 PM

Despite being a late-comer to social media, J.Crew is adapting quite quickly. In fact, the retail brand is behind a social media first: debuting its Fall 2013 catalog on Pinterest.

The brand has posted a sampling of its fall offerings to the site, with the added ability to pre-order the posted looks through the company's personal stylists. The effort adds a whole new dimension to the retailer's more traditional sales approach and in turn may garner the brand more fans—and subscribers. 

While J.Crew may be the first brand to pull off such a feat on Pinterest—which has 70 million users, 80 percent of which are women—it's not the first fashion brand to use social media to give fans exclusive access.Continue reading...

retail watch

Gap Plans Tumblr Takeover as Part of Greater Omnichannel Retail Strategy

Posted by Barry Silverstein on August 14, 2013 02:22 PM

Gap is launching the biggest marketing campaign in its history—dubbed "Back to Blue"—this fall with a global media push that includes the brand's return to TV after a hiatus since 2009, as well as print and outdoor advertising, social media, in-store promotions and digital marketing. In fact, Gap will be the first brand to take over all mobile ads on Tumblr for one day, August 29.

"Pop culture doesn't really start on TV anymore," Rachel Tipograph, Gap's global director of digital and social media, told Mashable. "Pop culture starts on the Internet. When you think about what community is creating pop culture on the Internet, it's Tumblr."

The Tumblr campaign includes a content creation contest, where the winning work will earn a spot on Gap's Tumblr and be turned into Tumblr mobile ads. There are also nearly 10 "Back to Blue Moments" videos on its YouTube page. 

The impetus for "Back to Blue" is two-fold, according to Seth Farbman, Global Chief Marketing Officer for Gap.Continue reading...

social media

Tumblr Puts Hard Focus on Brands with New Analytics Tools

Posted by Sheila Shayon on August 9, 2013 11:48 AM

David Karp's Tumblr, which once swore off advertising, saying it "turns our stomachs," is rolling out new tools to help marketers manage the impact and reach of their Tumblr accounts.

Following its $1.1 billion acquisition by Yahoo, Tumblr has taken steps to shed its iconoclastic youthful image, primarily with more advertising. In late May, the site unveiled sponsored brand posts in users' homepage feeds. Now, the company announced a handful of new analytics tools developed with Simply Measured on its marketing blog, which allow brands to compare thier Tumblr data to other social media accounts, and compare their posts with those of competitors. The site also has a Tumblr A-List, which includes a select group of creative agencies that serve to help brands create a better Tumblr experience for consumers.Continue reading...

social media watch

GE Leverages Vine for 6-Second Social Media Science Fair

Posted by Sheila Shayon on August 8, 2013 11:51 AM

GE, a perpetual early-adopter of new media, is leveraging Vine to create a science fair online after a one-off video became a surprise hit. The video, dubbed #6SecondScience, gave an abbreviated demonstration of what happens when you mix milk, food coloring and dish soap. With the initial post still being retweeted and reposted, GE decided to spin #6SecondScience into a full campaign.  

A pro at bringing out the beauty of science, the campaign showcases quick science creations by both GE and fellow social media users. Other popular Vine posts include the chemical properties of a cup of coffee and one that shows the cells in your hand. All of GE's 6-second science videos will be curated on a Tumblr page, and some users that contribute their own #6SecondScience creations will receive a science-themed gift from GE.Continue reading...

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