指導者 / 總編輯 張蕙娟 分享者 / 蔡旻諭
舉例來說：加拿大的地方旅遊網站”Travel Alberta”與Tumblr合作，而其目標為吸引美國遊客探訪Banff和其他加拿大北部令人嘆為觀止的景點。Travel Alberta以”別忘了呼吸”為旨吸引遊客，並且能夠透過Tumblr的頁面探索它們的Winterlust，頁面中除了有大量的相片和影片以外，還提供了許多有用的工具給那些可能的造訪者。
專頁還包含了各種品牌影片，像是Chasing Starlight，內容在描述有關加拿大洛磯山脈的冒險之旅，這是Travel Alberta在三月要舉行的Winterlust活動之一。Travel Alberta的消費者行銷主管Jasmine Thompson說：「我們想要藉由那些捕捉了Alberta美麗本質的相片和影片來激發”Winterlust(冬日誘惑)”的概念，但同時又能夠提供實用的資源讓民眾計畫他們這個冬季的冒險旅程」。
在大西洋的另一端，Discover Great Britain在Tumblr上的旅遊專頁亦出現了成果。而這些成果，根據Yahoo的分析，包含：
Alberta和Great Britain特有的展示廣告意外符合了Yahoo的特質，除了在Tumblr上的贊助貼文外，也提供了更廣泛的觸及率。在Discover Great Britain的案例中，將內容同步放上Yahoo，也使得覆蓋範圍倍增。
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.
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.”
Posted by Sheila Shayon on January 28, 2015 11:01 AM