Yahoo Mail
CREATIVE STRATEGY, VIDEO, CREATIVE DIRECTION, COPYWRITING, DESIGN
Relaunching the world’s backup email address
The client: The Yahoo Mail brand and product were both primed for a renaissance. The brand was all over the place, with brand blur built up from years of half-realized campaigns and features. With the 6th generation of the Mail product launching, we were tasked with cleaning up the brand, re-launching a new product, and creating a roadmap for a Yahoo-wide rebrand.
The ask: Yahoo’s creative expression was all over the map in terms of both messaging and design. The goal of the Mail campaign was to launch the new product while simultaneously creating a template that could be used to establish more unity across properties (Yahoo Mail, News, Finance, Sports) and to open up avenues to new audiences.
The work
Mail Campaign: We created a full-fat multichannel launch campaign with TV, radio, OOH, digital and social showing how the new Yahoo Mail helped users rack up small victories and Win at Life.
:15 spots highlighted the features of the app Messaging: Yahoo’s brand and copy tone allowed us the flexibility to talk about Mail’s features in a unique and unexpected way. Yahoo’s global audience meant that messaging needed to speak to universal emotions and be easily translatable across 18 languages.
Global Launch: With all the backend assets created, we launched the Yahoo brand globally using a mix of traditional channels (video, social, events, digital media) and new channels like content marketing with BuzzFeed and influencer marketing on YouTube.
The campaign generated over 1 billion impressions, drove 4.3 million installs, and led to a 5% increase in brand sentiment.
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