How to Create a Meaningful Tumblr Campaign

Since Tumblr's acquisition by Yahoo, users have been seeing an uptick in ads. This shouldn't come as a surprise, though; Yahoo CEO Marissa Mayer said early and often that monetizing the microblogging platform "in a way that's meaningful and additive to the user experience" would be a priority.

When Mayer made these announcements, she couldn't have known exactly what she'd be getting in the way of campaigns. And yet, some brands have spent the past few months producing initiatives that fit her description well. Not only are they meaningful in the sense that they provide value to the user - whether in the form of visual interest or informational content - but they also enhance the Tumblr experience. Brands are creating pages, photos and animated GIFs that are worth reblogging and that users are happy to share — despite the fact that they bear the mark of the "sponsored post" dollar sign. Read more...