Develop an integrated global launch campaign to announce the updated Yahoo Mail 6 app experience and build awareness and adoption of the redesigned app to existing and new YM app users.
The holidays look a little different in 2020. Our faces are covered and our distances are kept. So creativity is more important than ever for connecting with our loved ones and showing that we’re in the holiday spirit. No matter how weird the world may be. By shopping at Redbubble for perfectly personal presents by artists, we can help our customers stay safe while staying close to the people they care about.
Yahoo Mail had a new product launch and needed our help to create a 360 marketing campaign. We came up with a new campaign called “Going places.” Yahoo Mail is going places, and so are you. We’ve streamlined your inbox with faster search, less clutter, and improved photo and document views. This campaign is all about how easy it is to get what you need from email, then move on to the good stuff. Like poolside cocktails or drive-in movies with the family. Compelling images, clever messaging, and clear UI animation reveal how Yahoo Mail removes the roadblocks and gets you on your way.
Yahoo Mail is not dead. In fact, it is constantly innovating to make it possible for users to be effortlessly organized. But despite the product’s beautiful, intuitive, and organized interface, users continue to perceive Yahoo Mail as an out of date email client. Our job was to update the perception of Yahoo Mail as a modern brand.
The So Out of Office campaign was an effort to take this nirvana of being sublimely organized to the extreme while creating social content that took Yahoo Mail far and away from its decades-old identity. We hired influencers then we set up activations in New York and Taipei to let anyone and everyone passing by go So Out Of Office by making their own GIFs.
In addition to distributing the content on paid social channels, Imagine Dragons personally reached out to our team to feature the ads at the beginning of their concerts because the message resonated with them. The ad placement was the first of its kind and a perfect fit for feeling #SoOutofOffice.
No more ads? Yes! We launched the new Yahoo Mail Pro (aka ad-free mail) in June 2017. We created a new landing page, social posts, banners and emails to celebrate this new campaign.