Asda has announced that it will turn to Tumblr to push its mums-centric Christmas marketing campaign with sponsored editorial content in the form of recipes, tips, gifs, vines and listicles.
The move marks the supermarket’s first ever content marketing campaign on the photo blogging platform and will promote its three campaign themes of ‘bringing the family together’, ‘having fun’ and ‘enjoying food’.
Yahoo UK and Carat negotiated the deal which Asda hopes will tap into the large demographic of mum bloggers on the Yahoo-owned platform who regularly share brand and food posts.
Asda’s decision to promote its Christmas marketing content on the site is likely based on Yahoo’s figures which say 85 per cent of mums on Tumblr are active sharers of content and almost 40 per cent of mums on Tumblr have liked a brand or product.
Philip Taylor, director strategic solutions at Yahoo said: “We’re thrilled to be a pivotal part of the campaign’s social outreach via this exciting activation on Tumblr. Mum bloggers are amongst some of the most active in the world and as big sharers of content, this is a fantastic way to generate social resonance with the target audience.”
Chris Chalmers, Asda’s senior director of digital and direct communications marketing said: ”Yahoo and Tumblr gives access to an engaged Mum audience so it was an easy decision to seed our content on their platform with the right tone to drive overall reach and engagement.”
The campaign will also run across Yahoo Gemini native advertising, Yahoo Mail log-in ads and a Yahoo homepage takeover.