G-Star Raw Tumblr

The G-STar Raw Tumblr is a great example of a brand using the platform well. Here are a few reasons why:

  • Current and topical posts: Right now they're posting streetstyle images from New York Fashion Week on the same day they're shot.
  • True to the platform: In particular I think their occasional use of an animated GIF works well for them without being overwhelming or gimmicky. Most of the images have more of the documentary vibe that fits in well on Tumblr and less of a glossed over perfect vibe that most people write off as advertising. They are dropping in the occasional image from a print campaign, but in this case it blends in well and doesn't feel out of place.
  • Invitation to collaborate: The tumblr page suggests that others tag their looks with the #GStarRAW hashtag, and they'll re-blog their faves. That's a great way to organically drive attention towards the brand, and I can imagine that a true fan of the brand would be thrilled to have their look featured among the well curated page.

G-Star Raw produces their content internally. They're definitely going to be one to watch for inspiration in terms of fashion brands doing a great job on social media.


Sentiment Towards Tumblr's Sponsored Posts

Interested in what actual user sentiment is towards sponsored posts on Tumblr? Take a look at posts tagged with "sponsored posts" on Tumblr.

While there are a lot of negative comments out there, you do have to take it with a grain of salt. Any platform that's being adjusted to let advertising in on the conversation is bound to feel some growing pains.

I believe that Tumblr is in a critical place right now where they're really going to have to cultivate and work with the brands sponsoring posts so that the posts stay true to the platform and relevant to the audience.

AT&T's Summer Break Campaign

BBDO, AT&T  and the Chernin group are working on an interesting digital campaign dubbed The Summer Break. This campaign is notable because of how well they've nailed speaking in voice on their Tumblr, Twitter and Instagram. These days its common for brands to simply take a print campaign, crop the images for whatever digital platform they're trying to populate and call it a day. The images in these campaigns are remarkable because they are true to the platforms that they live on.

The content on the Tumblr page, for instance, is a blend of original photography and graphic design (I'm guessing this was made by creatives at BBDO), regrams of other Tumblr content, and content created by the shows protaganists. All of the work blends seamlessly on the Tumblr page, and surely it will appear quite natural on your typical Tumblr users dashboard.

While I found the package to be less successful in the "unscripted mobile series" that it all drives too, this campaign does represent an exceptional step forward in terms of still images matching their social media platforms. As things heat up with sites like Tumblr and Instagram as advertising platforms, we should expect to see the most forward thinking brands and ad agencies producing a lot more work up this alley.