Tumblr – Why, How & Who?

tumblr-featuredMost brands today are active on Facebook, Twitter and maybe Instagram. But if you’re one of the cool kids now, you rule Tumblr!

Because Tumblr has potential. Today there are more than 170,000 million Tumblr blogs with 200,000 visits each month. Why are they so popular? Tumblr is a platform based on visual context rather than text, which makes the content easier to comprehend for a larger group of people. The content is also designed to be highly sharable and the platform has an easy and intuitive feel to it. The fact that there is a huge amount  of  entirely free templates to use is definitely also a plus.

And one of the reasons why Tumblr can be so interesting from a marketing perspective is, according to Ogilvy, that Tumblr is more popular with 13-25 year-olds than Facebook is. These young people are often media-savvy and like to be part of a community. Furthermore, Tumblr URLs can be accessed directly from a web browser without having to sign in (like e.g. Facebook), which means Tumblr can be used to expand your search visibility by using SEO.

How to?

Okay, so the users are already there and the platform is relatively easy to use. So how do you, as a brand, get the most out of a Tumblr presence? As in many other aspects of life, appearance does matter. So it’s important that you choose a theme that is catchy and in line with the rest of your visual brand identity. Furthermore – the tighter, the better! On that note – as the platform is mainly about visual content, you also want to make sure that the pictures, GIFs and videos you post, are of a decent quality.

Tumblr is all about interacting too, so start following other relevant blogs and like and share their content too. Engagement is everything!

Another key to ‘yet another social platform’ is to use it differently. Share content on Tumblr that you’re not sharing on your other social platforms. Maybe backstage pictures, how to’s or some other unique content. The users shouldn’t feel like they see the same content on each of your pages.

And hashtags. Can’t live with them – can’t live without them and this goes for Tumblr as well. Tag your posts with relevant hashtags in order to make your content easier to find. The only difference is that it’s allowed to go a little more tag crazy on Tumblr and use 5-8 hashtags per piece of content.

Who’s good at this?

Finally, it’s always nice with some inspiration and – to stay in the Tumblr universe  – some visual examples.


No surprise – Coca-cola has an incredibly cool Tumblr blog. It’s aligned with the company’s well-known design and the content is a nice mixture of pictures and GIFs – both modern and retro.




And then there’s Disney. Admitted – Disney does have the perfect content. Their content is the perfect mixture of pictures and GIFs from both new and old movies, series, history, theme parks and musical. If you’ve ever loved Disney just a little, you will love their Tumblr Blog.

disney tumblr


The White House

The last example may not be a brand as such, but just shows that everyone pretty much can have a Tumblr – even Obama! The White House Tumblr experienced a huge growth in 2013 and features pictures (even a GIF of a running Obama!) from a different angle of the White House and the president than many of their other social pages.


So think about it – Tumblr is easy to navigate on, easy to use and can give a high pay-off – especially if you have a young target audience.

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.