Yahoo7 has teamed up with blogging platform Tumblr for a local launch Down Under, providing brands a new way to get creative with advertising.
Officially launched in Sydney last night, Ed Harrison, CEO of Yahoo7 (right above), and David Karp, founder and CEO of Tumblr (middle above), explained to a room of journos how the platform will give brands a new way to talk to the youth audience – a market many brands appear to be chasing – as well as heightening the creativity in advertising.
“Some of the big breakthroughs we’ve seen in the US, these big brands that are built on big creative brand advertising just haven’t had space to do it on big digital platforms,” explained Karp.
Tumblr has a reputation of being for the youth demographic, he admitted, however according to data collected by the team Karp stressed the platform has a “pretty diverse audience”. In Australia there are around 4.6 million Tumblr users.
“I’ll take the ‘millennial’ label but really it’s a pretty eclectic collection of genres, interests and a pretty diverse set of people that use Tumblr,” he said.
There’s no shortage of social media platforms out there for marketers to play around in, so how will Tumblr stand out?
“All of the other networks they are really organised around people you know, they’re organised around people who are part of your life today, or celebrities you wish were part of your life today,” said Karp.
“Tumblr is really organised about the stuff that you care about. And sometimes you start to care about the creators behind that work, but so much of the experience of Tumblr is enjoying the stuff. You really do come to Tumblr for that stuff.”
When users visit the other social networks, it’s a very intimate thing, said Karp, as it’s where you go to see what the people in your life are up to, “…and interrupting that with advertising is a pretty different thing than the experience that has kind of played out on Tumblr.”
It’s the surprise element of Tumblr Karp believes is really important for brands.
“When you come to Tumblr you show up to be surprised,” he said, admitting that was a happy accident, it wasn’t part of some grand plan to have the surprise element.
Advertisers creating content for Tumblr need to create something amazing, which can be a bit of challenge, said Karp, however he reckons the Aussie creatives are up for it.
In terms of what Yahoo7 gets out of the arrangement, Harrison explained how it will enable the company to incorporate Tumblr into sponsorship packages, alongside the numerous other advertising offering the business already has.
Yahoo7 is putting some of its own brands on the platform; Home & Away, Yahoo7 Entertainment, Dancing with the Starts and 7News Raw.
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]