Asda Takes to Tumblr for First Time with #BecauseitsChristmas

Asda DogsAsda has launched its first content marketing campaign on Tumblr, extending its #BecauseitsChristmas campaign.

Tumblr might be associated with a more teenage female audience, but Asda will be using it to reach mums in the run up to Christmas.

A collaboration between Tumblr owner Yahoo and media agency Carat, the campaign will see a series of sponsored editorial content released at regular intervals. This will include recipes, tips, gifs and listicles, alongthe campaign’s three themes of ‘bringing the family together’, ‘having fun’ and ‘enjoying food’.

The campaign will be supported with Yahoo Mail log-in ads and a Yahoo homepage takeover.

According to Yahoo, 85 per cent of mums on Tumblr are active sharers of content and almost 40 per cent have liked a brand or product, though it doesnt share