As Yahoo continues to test revenue models (and finally resolve its Alibaba stake), its Tumblr brand is becoming increasingly attractive as a messaging platform for marketers.
Yahoo is slowly delivering brand partners to help monetize, leverage and create engagement on Tumblr with ever more sophisticated resources for branded content and outreach.
Case in point: Tumblr’s partnership with Canada’s Travel Alberta, a provincial tourism program aimed at drawing American tourists north of the border to experience Banff and its other stunning sites.[more]
TA is wooing visitors with a pitch to “remember to breathe” and explore their “Winterlust” via a Tumblr page that’s not only photo- and video-laden, but offers useful tools for would-be visitors.
From ice walking to dogsledding to tips on accommodation, it also offers a travel planner, campground guide and parks guide. The payoff? Since the page launched, TA’s Tumblr following has grown by approximately 1,395%—an impressive stat given that it’s also wooing visitors with other visual social touchpoints including Pinterest and Instagram.
“We wanted to inspire ‘Winterlust’ with beautiful photos and videos that capture the essence of Alberta, while offering helpful resources for people to plan their next travel adventure this winter,” said Jasmine Thompson, Director Consumer Marketing USA at Travel Alberta.
And from across the Atlantic, the Discover Great Britain tourism page on Tumblr has been paying off, too. Some results, according to Yahoo:
- Organic interactions (such as likes, re-blogs or follows) with VisitBritain’s content doubled in the first month, with blog impressions tripling in comparison to the month prior
- The campaign garnered 15 million impressions and over 200,000 organic interactions over a three-week period.
In both the Alberta and Great Britain campaigns, the native and display ads for these programs run across Yahoo properties—in addition to Sponsored Posts on Tumblr—to provide extensive reach. In the case of Discover Great Britain, syndicating content across Yahoo doubled the campaign’s reach.
Brand marketers are also being invited to collaborate creatively with Tumblr on native advertising and sponsored content on the site and beyond.
In a bid to leverage its own creative community, Tumblr last week launched the Creatrs Network, an in-house agency (as Fast Company puts it) to connect its blogger-artists with brand marketers and organizations looking for content for their ads and native advertising. So far, AT&T, Universal Pictures and Gap have all used the network.
“The idea that Tumblr will power the best advertising campaigns on Tumblr—and on Facebook and on Instagram and on YouTube and on display banner campaigns and their websites—it totally makes sense to us,” said David Hayes, Tumblr Head of Creative Strategy, to Wired. “Coming up with a structure that allowed us to do that took a little bit of time.”
“Brands have had the same challenge for a long time, and it has probably got worse over time, but they need a way to develop content and to understand what audiences want,” stated Patrick Albano, Head of Solutions, EMEA at Yahoo.
“New platforms are coming along all the time, and brands are trying to figure out the best way to communicate with people in all those different environments. The aim is to be a one-stop partner for brands to create, distribute and earn more distribution. Brands need help with their content marketing strategies—there is no consistency in terms of the experiences currently available, and we want to help with that.”