How Tumblr is quietly supporting fashion creatives
Valentine Uhovski is a former fashion journalist who has been quietly helping brands and young creatives make the most of Tumblr since he joined the company in 2012 as “fashion evangelist” (yes, his real title at the time). “Back [then], it was a different landscape — not as many brands were using Tumblr or other social platforms, so we tried to help them creatively,” he said.
Obviously, times have changed. Since its launch in 2007, newer applications like Instagram and Snapchat have overshadowed the platform with their immediacy and mobile-first models, and companies rely heavily on their respective influencer pools to promote their brands. Tumblr, which is owned by the unstable Yahoo, is much less sought-out.
However, as the head of fashion and art partnerships, Uhovski does roughly the same thing he’s always done: He helps brands from Dior to Vans curate unique Tumblr pages that are in line with their larger ethos, fosters lucrative relationships between those brands and untapped creatives, and brings together like-minded artists like Julia Chesky and Hannah Sider to spark future collaborations.
How gaming organization OTK strikes a balance between creator-ownership and more traditional executive experience
Since its formation in October 2020, creator ownership has been a core part of One True King’s DNA. The group is constantly adding new talent to its list of creator–owners, fueling a rapid rise and accolades such as “Best Content Organization” at last year’s Streamer Awards.
When it comes to TikTok, some marketers proceed with caution
For some marketers, the bloom is coming off TikTok.
Digiday+ Research deep dive: YouTube holds strong as a reliable marketing channel for agencies and brands
YouTube might not be considered the most exciting marketing channel out there, but brands and agencies see the platform as a reliable marketing channel that delivers consistent success.
SponsoredHow advertisers are leveraging omnichannel attribution and measurement to power CTV
Sponsored by MNTN Connected TV advertising has joined and expanded the larger ecosystem of campaigns that advertisers deploy. As such, omnichannel marketing strategies now encompass television and mobile devices, tablets and other screens such as out-of-home. And as customers engage across these different touchpoints, brands are seeking and moving their measurement and analytics efforts to […]
Pringles goes all in on social to put college athletes front-and-center for ‘March Mustache’ campaign
Pringles is turning to social media — particularly Instagram — to leverage some of the college athletes playing in the March Madness basketball tournament, with the goal of reaching college basketball fans on second screens.
Short-form video needs better monetization, creator funds aren’t the way to do it
Creator funds have almost been like a stepping stone before a more permanent solution is either considered or put into place.