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TODAY, IF A hundred other news stories haven't already alerted you to this fact, is International Women's Day. It honors, it celebrates, it congratulates all the important things women do. It also, more and more, has evolved into an annual race by every brand to find some novel way to get in on the hype.

"I know I'm standing on the shoulders of giants to even be able to say this, but what it means to me is to not be labeled as a female photographer, but rather a photographer," says Dolly Faibyshev, one of the shutterbugs profiled below, all of whom provided portraits. "We don't refer to male photographers as male, you know? That's the ultimate sign of progress to me."

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Nestle SweetTARTS launched two new product lines—Soft & Chewy Ropes and Chewy Sours—and wanted to playfully tap into trends and content styles on Tumblr. The brand took a number of different approaches, bringing the candy to life by showing the product.

The above example is particularly clever. One of Tumblr’s largest communities revolves around food, and specifically recipe content. Often times, these recipes take the form of animated photosets that showcase the steps to make a dish. SweetTarts turned this concept on its head by showing the process of making a tart step-by-step, and then pouring the candy all over what probably could have been a great tart.

From the Creative Strategy Team at Tumblr

#CreatrCaseStudies #CreatrNoteworthy #noteworthy

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unwrapping:

Tumblr Numbers for December 2015:

42nd — Tumblr’s Alexa global rank among websites on Dec. 31, 2015

1.8 billion — Tumblr posts published in December 2015

126.6 billion — Total posts on Tumblr on Dec. 31, 2015

5.4 million — New Tumblr blogs created in December 2015

271.5 million — Total blogs on Tumblr on Dec. 31, 2015

Sources: Alexa.com for rank and Tumblr’s about page for blog and post numbers. See previous Tumblr Numbers.

#CreatrCaseStudies #whatstrending #CreatrNoteworthy #noteworthy

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This week: News in Review. Reportage of Tumblr Year in Review.

NYMag (@nymag) looked into the biggest memes.

Entertainment Weekly (@entertainmentweekly) delved into the biggest ships.

And Mashable (@mashable) took: Celebrities, viral Tumblrs, and pretty places.

When you’re done with those:

Tumblr is basically a campaign rally for Bernie Sanders (@berniesanders), according to New York Observer.

We Did It dot com: We made this list of best GIF making apps.

Although no one is hugely interest in using buy buttons, Tumblr’s got the best stuff to shop for according to Business Insider (@businessinsider).

We’re one of the first apps to support Live Photos. The Verge (@theverge) was one of the first to notice.

Nintendo Life reported on the official Pokemon Tumblr (@pokemon).

Image via @pokemon

#CreatrCaseStudies #creatrs #year end review #whatstrending #CreatrNoteworthy

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Weirdly Awesome is one of the strangest, most colorful, and most recognizable campaigns we’ve ever seen.

For their first ever online marketing campaign, Trolli looked at all the options: A stand-alone microsite could be exclusively branded (a campaign must) but because there’s no real social integration, there’s a risk that people visit once and never come back. Other social networks could provide a large audience, but restrictive algorithms made it difficult to reach them. Not to mention the cookie-cutter design of brand pages on those networks.

Tumblr had everything on their list: a heavily branded, fully responsive website that’s also integrated into a highly engaged social network; no restrictions on the reach of their content; and a follower model that draws repeated visitors to their site, increasing engagement and the reach of their other content.

If you’ve got a few minutes, you really ought to watch Trolli’s creative agency, Periscope, talk about the campaign and the things they learned along the way. Their five weirdly awesome tips for success on Tumblr don’t just apply to candy makers, they’re relevant to anyone trying to engage young content consumers.

#CreatrCaseStudies #video #candy #artistupdates #creatrnoteworthy #noteworthy

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Live video on Tumblr. This should be interesting.

By the end of today, you’ll be able to broadcast yourself directly into your followers’ dashboards. And they’ll be able to broadcast themselves directly into yours. We trust you all to be beautiful, weird, compelling, and just generally Tumblr about this whole thing.

Crucial details and compelling miscellany:

You can post live videos through YouNow (iOS, Android), Kanvas (iOS, Android), Upclose (iOS, Android) and YouTube (Android-ready right now, iOS-ready in a few days). How? Here’s how.

They can be reblogged like any other post. Which is wild.

They stick around after you shoot them, and can thus be enjoyed in the future as well as the present.

We’ll notify you when anyone you follow goes live. And we’ll pin their video to the top of your dashboard. Wouldn’t want you to miss anything, after all.

Oh, also!

We’ll be broadcasting some live entertainment later today right here on the good ol’ staff Tumblr. It’s going to go down like this (all times Eastern):

4:00 p.m. Opening remarks

4:10 p.m. We will make @thingsorganizedneatly organize things neatly

4:15 p.m. You will Answer Time live with @adamjk​

4:30 p.m. We will inflate a very big thing in a very small room

4:45 p.m. A Harlem Globetrotter will teach you how to basketball

5:00 p.m. You will learn the metaphysical truth about your Tumblr

5:30 p.m. Closing remarks

Should be delightful. See you there.

#CreatrCaseStudies #creatrs #tumblr #tumblr live #CreatrNoteworthy #noteworthy

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Sean Solomon

About

Sean Solomon is an artist living in Los Angeles. He art directed an animated series called “The Lucas Bros Moving Co” for Fox Television. He has directed music videos for Unknown Mortal Orchestra, Michael Rault, and Odd Future. He has created commercial artwork for Nike, Toyota, HBO, Bravo, Vice, Tumblr, and MTV. He studied experimental animation at CalArts. He sings and plays guitar in a band called Moaning. Their debut album is coming out in spring of 2018 on Sub Pop Records.

#CreatrSeanSolomon #CreatrPortfolioSeanSolomon #CreatrRoster

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Sasha Katz

About

Digital commentary on an analog world. Or is it the other way around? Pieces so hypnotic and through-provoking you can’t look away (or stop thinking about them).

#CreatrSashaKatz #CreatrPortfolioSashaKatz #CreatrArtists

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Make Love Not War // Axe

February 2014

For Super Bowl XLVIII, Tumblr partnered with Axe and Yahoo Sports for the very first Creatrs campaign. Five artists created content around popular football catchphrases. The art ended up providing a charming mix of Big Game and Axe iconography.

View Case Study

Featured Creatr

Mr. Gif mrgif.tumblr.com

#CreatrCampaigns #CreatrMrGif #creatrs #CreatrFeaturedCampaign #CreatrFeatured #axe #gif #super bowl #make love not war #peace

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Care Package by slimjimstudios via axepeace

Axe Peace went all out during Sunday’s big game with a third quarter TV spot and a massive Tumblr campaign around their new message: “Make love, not war.”

Working with Tumblr and Yahoo, Axe drafted (sorry, couldn’t help ourselves) six prominent artists from the Tumblr community to interpret the campaign with branded content in their own unique styles.

The creators, Mr. GIF, Mattias Brown, Alex Griendling, Go Cook Yourself, James Curran, and Animated Text, posted their work to the Axe Peace and Yahoo Sports blogs. As part of a distribution partnership with Yahoo, selected content was also syndicated to the NFL section of Yahoo Sports, which gets 6.6 million daily uniques.

The campaign scored big (ha ha) with the Tumblr community. With the help of Sponsored Posts across web and mobile, as well as two Trending Blog placements, Axe content earned 168k notes from Friday to Monday (including 84k Reblogs) and increased their follower base 15x.

View Campaign

#CreatrCaseStudies #creatrs network #creatrs #CreatrFeaturedCaseStudy #axe peace #superbowl #makelovenotwar #gif

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AVG—for Average Male Magazine—is an in-universe content marketing strategy for the FX show Man Seeking Woman. It’s a parody men’s magazine built entirely on Tumblr with dating and style tips for less-than-remarkable guys (like the show’s main character). To make sure the magazine’s “editorial” content would resonate with Tumblr’s millennial, entertainment-focused audience, FX tapped the Creatrs Network for a paid media campaign.

Campaign objectives: Awareness and viewership

Create audience awareness of Man Seeking Woman,

Drive weekly tune-in, and

Build a following for AvgMale.com.

Their solution: Sponsored Posts by Creatrs

The Creatrs Network developed “editorial” content for the in-universe magazine, including GIFs, illustrations, and original photography that aligned with the brand’s messaging strategy. FX used Tumblr’s native placements to drive awareness ahead of the premiere and encourage tune in.

Campaign results: 2.8% engagement rate—32% above entertainment benchmarks

“We saw very high engagement rates from the Creatrs Network. It’s really exciting to see content that people naturally want to share, even if it’s an advertisement.” —Joe Paulding, Director, Social Media at FX Networks

#CreatrCaseStudies #creatrs network #creatrs #creatrfeaturedcasestudy #CreatrNoteworthy #CreatrFeaturedNoteworthy #noteworthy

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Today’s listicle is made possible in part by New York Media Culture.

Our friends at Adweek (adweekmag) reported on the Ouija movie’s early and successful use of the Creatrs Network. Read our case study here.

Forbes profiled our high-concept concert series called IRL.

The Director of Youth Marketing at AT&T (themobilemovement) talked about her strategy for engaging millennials (and even younger users) on social media.

If you still needed convincing that the future is in mobile: 10 facts from the Mobile World Congress in Barcelona, Spain.

The New York Times Magazine continued its series on Tumblr culture with a profile of Animated Text (animatedtext). See previously: My Dear, Dear, Dear Watson.

Complex talked to the organizers of #BlackOutDay.

And, finally, a hearty congratulations to our own David Hayes on being named an AdAge 40 under 40.

Image by cindysuen for ouijathemovie.

#CreatrCaseStudies #creatrs network #creatrs #CreatrFeaturedCaseStudy #ouija #advertising #marketing #business #news roundup #CreatrFeaturedNoteworthy #creatrnoteworthy

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The confectioners over at SweeTARTS have two new treats you may have seen this Halloween—Soft & Chewy Ropes and Chewy Sours—which they’ve been promoting on Tumblr with Sponsored Posts. We got to chat with Stephen Kill, the brand’s marketing lead, about their recent campaign and working with Creatrs on sponsored content.

Challenge: Introduce the new lines of candy, and get millennial and Gen Y consumers to try them

Remember that it’s candy we’re marketing. It’s about variety, it’s playful, it’s uplifting, it’s “rule-breaking.” The platform we use to introduce a new line of candy and encourage millennials to try them should possess those same qualities—and Tumblr does. —Stephen Kill, SweeTARTS marketing lead

Solution: Source content from Creatrs for an integrated content marketing campaign on Tumblr

The SweeTARTS team had migrated their website—nestlesweetarts.com—to Tumblr but their content wasn’t getting the pick-up they were looking for. To raise awareness of the new line and jumpstart engagement with their Tumblr, they decided to source content from Tumblr-vetted content producers in the Creatrs Network. Here’s Mr. Kill again:

We were struggling to develop compelling content on the platform in-house. It was time to get out of our own way and bring in experts from the community. Creatrs would give our campaign credibility, and would help us build an audience for our own content in the future.

Tumblr’s sophisticated interest targeting also allowed SweeTARTS to focus their ad spend on users who engage with content similar to what the Creatrs developed.

Results: Engagement with Creatrs content was 8% higher than in-house content

There is a constant debate among marketers about the value of reach versus engagement—the Creatrs Network gave us both. What’s more: Their content felt more credible and authentic to Tumblr than our normal in-house creative, and allowed us to be more strategic about our media/production spend. —Stephen Kill, Marketing Associate at SweeTARTS

#CreatrCaseStudies #creatrs network #creatrs #creatrfeaturedcasestudy #sweetarts #CreatrNoteworthy #CreatrFeaturedNoteworthy #noteworthy

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A preeminent beauty brand approached Tumblr about running a campaign during a major tentpole event that they were sponsoring in order to target Tumblr’s young, fashionable, and affluent community of tastemakers. They used a combination of sponsored and organic content developed by the Creatrs Network as a way of increasing message and sponsorship association.

The campaign

Tumblr and the client chose five members of the Creatrs Network to develop a total of 35 posts highlighting the brand’s connection to the tentpole and bolstering their reputation as a leading maker of beauty products. The content included typographic art and illustrations carrying the client’s message, and later, behind-the-scenes photography showing professional stylists at the event using the brand’s products.

The results

Members of the Creatrs Network have an intimate knowledge of the audience their client wanted to reach, so they were able to develop content that garnered huge amounts of earned engagement. In fact, 29% of all notes the client earned from Creatrs Network content were reblogs—twice the benchmark average for CPG brands. This word-of-mouth product recommendations from popular voices in the community spread the client’s message beyond the brand’s core following and reduced the campaign’s effective cost by 23%.

We asked a third party market research firm, Millward Brown Digital, to measure the lift in message and sponsorship association among users who had engaged with Creatrs Network content. The study found:

23% lift in message association, the rate at which people matched the campaign to the client’s brand name.

36% lift in sponsorship association, the rate at which people matched our client to sponsorship of the tentpole.

18% lift in overall purchase intent, which is how likely someone is to buy the client’s product.

Insights

Content produced by the Creatrs Network is as native as native gets. Artists in the Creatrs Network come from the Tumblr community and understand the audience that brands want to reach. They use that knowledge to integrate a brand’s message into their own original work, and the result is content that resonates with users even more than traditional advertising in a native placement.

#CreatrCaseStudies #creatrs #CreatrFeaturedCaseStudy #creatrs network #content marketing #advertising #marketing #business #CreatrFeaturedNoteworthy #CreatrNoteworthy #noteworthy