The approach: A cross-functional one. Studio, the content marketing team, worked with the Ad Technology teams to align innovation process around the goal. We chose Tumblr as the flexible campaign platform. Site creation, site customisation and content uploading on Tumblr would be simple and fast.
Our innovation process produced several modern and responsive templates. After that, non-technical folk, like project managers or external content creators could quickly publish:
- Long-form editorial – promoted by native ads in Yahoo editorial streams
- Video content – distributed via video products
- Short form visual content – distributed by Tumblr native ads
Prior to this project, the creative process was already informed by internal and external research and insights. We added data and benchmarks from the various distribution platforms – native, video and social, along with social listening from the wider web to further fuel our creativity and give our commercial teams a great story for our customers.