NON-TRADITIONAL USE OF TUMBLR
15 unusual marketing case
studies from various industries
Photo: Flickr: Romain Photographer
FACTS ABOUT TUMBLR
Photo: Flickr: Scott Beale
Main users: 18-29 [Marketing Magazine]
184 million blogs
80+ million posts generated every day [Tumblr]
120 000 daily signups
900 posts per second
24bn minutes spent on site each month
Photo: Flickr: sightmybyblinded
The main rival of Twitter (not Facebook!) in the U.S. battle for
user involvement while watching TV (the so-called second screen)
More than half of users use Tumblr mobile app with an average
of 7 sessions per day [Econsultancy]
Only 31% of the top 100 brands have adopted a Tumblr account.
Apple, which usually avoids communication by
social media, used Tumblr during the campaign
"Every color has a story". The choice of this
speciﬁc promotion channel and way of
communicating allowed to promote the colorful
model of iPhone5C among a large crowd of its
potential young buyers
#2 THE ANCHORMAN 2
A close cooperation of Tumblr and Paramount
resulted in a unique channel with unique
content, promoting the ﬁlm at express pace.
Numerous posts centered around the trials and
tribulations as well as quotes of Ron Burgundy
(the ﬁlm's main protagonist) found acclaim
among the site's users and were highly shared
Eﬀects achieved by the campaign on Tumblr
proved to be better than those obtained
through Facebook (according to its creators),
and experts claim that the web campaign of the
ﬁlm as a whole was unprecedented.
#3 IMPRESSIONS & FASHION
The Art Institute of Chicago showed how to use
new media in the sophisticated world of art,
while at the same time reaching new, young
The idea of a time-traveling fashion blogger,
Jean-Paul Brunier, serving as a guide to the world
of nineteenth-century as well as contemporary
fashion, points to a comprehensive and strategic
plan behind the campaign.
Photo: The Art Institute of Chicago
#4 JOHNSON & JOHNSON
The J & J Campaign touched a social problem -
it was a reminder for all customers to recycle
the empty packaging of bathroom cosmetics.
The action's website on Tumblr provides readers
with tips on how to best dispose of unwanted
containers, and also contains
a number of interesting suggestions concerning
the eﬃcient use of purchased cosmetics.
Photo: Johnson & Johnson
A very well prepared campaign. Both in terms of
time (it underscored the purchase of Tumblr by
Yahoo) and the whole idea and execution. The global
brand ambassador, the charismatic football coach
Jose "The Special One" Mourinho is looking for his
successor through new media. 10 second videos
showing the football skills of the candidates may
decide the ﬁnal victory. The chosen champion wins
an individual training with the iconic coach.
Biggest Yahoo campaign in social media.
Photo: The Drum
#6 THE ORIGINAL COOL
An exceptionally interesting campaign promoting
the charms of the Netherlands. Excellent execution:
great sense of humor combined with high-quality
implementation of the campaign, whose Tumblr
elements are only part of the marketing activity.
Photo: Holland. The Original Cool
Combination of science and entertainment, with
valuable content mixed in, presented in an
accessible way. The campaign can be an example
for other countries and cities wishing to tell their
story to a young audience in a way which will
make them want to hear it.
#7 THE AMAZING SPIDER-MAN2
Photo: The Guardian
The main axis of the campaign is the Tumblr-based
"local newspaper" The Daily Bugle, publishing
information that overlaps with the true story of
Spiderman. The fun fact is that it is precisely in this
newspaper that Peter Parker - Spider-Man with no
disguise - actually works. The campaign does great
at showing how to subtly build tension before
a ﬁlm's release and how to engage the audience in
learning about the history of its main character.
#8 DIESEL LAFAYETTE
A really surprising campaign. Very non-standard and
with a great idea behind it, which ensured its immense
popularity and media attention. As part of a new Diesel
action, Nicola Formichetti (aka the meat costume's
designer for Lady Gaga) invited artists to submit their
work and participate in the initiative under the slogan
"Show me your artwork".
Artists from around the world sent their applications
to the brand's Tumblr. Diesel 's creative director chose
one thousand works. They were then placed on the
facade of the Lafayette Gallery along with links to
the individual artists' Tumblrs. In a way, the entire
action could be actually described as creating
a digital art gallery in the real world.
#9 FAIRFIELD INN&SUITES
Educational campaign Every Day Connect authored by the
owner of, among others, the Marriot hotel chain, providing
a source of inspiration for young entrepreneurs. Four people
from the "Forbes 30 Under 30" list share their wisdom and
advice with young Internet users and give clues on how they
can discover the entrepreneur in themselves too. The campaign
was at the same time designed to help the company from the
hospitality industry to understand how the Millenials perceive
their services, what they expect and how they imagine a hotel
which would be suited to their expectations.
The American tycoon needed to present his company as one that
changes the world, because many people did not remember about its
innovative solutions in many areas. This was achieved by adapting the
campaign which was already functioning e.g. on TV to the needs of
Tumblr and by emphasizing socially important problems. Another
considerable success was also the fact that inﬂuential commentators
from the technology industry showed interest in the campaign, as well
as the fact that the brand has been presented as one that is modern
and that adapts to the realities of a changing world despite its size.
#11 LG #MOMCONFESSIONS
A great campaign dedicated to mothers. It was
designed to help the brand position itself as a business
which is friendly and helpful to women bringing up
children. Presenting the everyday life of mothers in a
humorous manner, it invited them to share their trials
and tribulations, advice and insights from the period of
maternity. It combined entertainment with valuable
content, potentially useful to young mothers but not
only them. One of the slogans of the campaign is:
"Turns out, you're not the only one skipping pages in
storybooks." It not only enjoyed high popularity among
women, but also grabbed the attention of men
wanting to try out the best parenting "tricks".
Starting a page on Tumblr, Lexus chose to
communicate through beauty, style and
minimalism. It pointed its message at the
45+ group in a new and yet unused way by
breaking oﬀ from stereotypical
communication focusing on showing oﬀ the
car's power or listing its advantages. The car
as a whole has been treated as a work of art.
An unusual gambit of a well known car brand.
During the promotion of Lexus IS for 2014 its
proﬁle on Tumblr (together with the entire
communication) looked more like a place for
lovers of high art and uncompromising,
sophisticated fashion than an advertising
page of exclusive cars.
The German brand has found a great way of
showing that it can reach out to youngsters with
technical ﬂair, who might become part of the
company in the future. The global recruitment
campaign on Tumblr encouraging young people
to talk about the future, work, career and
personal development was meant to support the
search for promising candidates to work at
Siemens. An interesting attempt to rejuvenate
the brand in the eyes of Generation Y.
#14 WE ARE COMICS
A spontaneous campaign presenting a huge
community which deliberately chooses to
remain outside the mainstream. Initiated
from the bottom up by Rachel Edidin, it
mainly aims to show the multitude and
cultural diversity of the group of comics
lovers. The plan is simple. Comic fans post
their photos on a dedicated page with the
hashtag #iamcomics, adding a brief bio and
a few words explaining why comics are fun
Photo: Flickr: Paul Nolan
A great platform to showcase a brand to young audience. Tumblr is the 6th most
popular social networking site in the U.S., and yet it is still considered niche.
The use of visual content allows to engage users for longer.
Conversations related to important current events peak an hour after its
occurrence. During this hour the number of Twitter mentions usually reaches its
highest point. [Econsultancy][Longtail conversations]
It is still "working its way up'' when set against Facebook, Twitter and Pinterest
(5 most popular social networking sites in the U.S.) [eBizMBA Rank May 2014]
Tumblr is a valuable proposition for brands whose main target are customers from
the so-called Generation Y, who are exceptionally attached to their mobile phones
It gives plenty of room to maneuver to companies wanting to stand out in a place
which has a large, young audience, and yet still isn't so dominated by advertising
*NOT MINE ;) Photo: Flickr: Scott Beale
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