Yahoo!
Our four-year partnership with Yahoo! has resulted in some of the most effective branded content programs of our history.
Our relationship began when Yahoo! was sponsoring the Tribeca Film Festival in 2006. They were looking for a way to leverage their sponsorship by capturing and distributing content from the festival. Based on the model we'd used for GM's IGotShotgun program, we developed a comprehensive production solution that allowed us to capture film premieres, actor and director interviews, and short docs about the festival itself. The result was daily editorial content on their homepage, and packages and B-roll distributed to PR outlets around the world.
Following that success, our name was passed around Yahoo! as a creative agency that could solve problems quickly, and we soon found ourselves developing and producing programs for their Buzz marketing team as well as their global communications, consumer marketing and original content teams.
In 2008 we criss-crossed the country, filming documentaries with Yahoo!'s free-spirited brand ambassadors for their Start Wearing Purple campaign. And in 2009 we created a music program featuring a documentary series and a sophisticated social networking campaign. The program leveraged the large social network fan bases of indie musicians to spread the word about Yahoo!'s 'It's You' campaign.
More recently we worked with Yahoo!'s global communications team to create a brand essence video that told the Yahoo! story from inception until today. This documentary had us filming in three different continents with everyone from Jerry Yang and Don Cheadle to the purple Kool-Aid drinkers who call themselves Yahoos.
Four years and over thirty projects later, our integrated partnership with Yahoo! allows us to collaboratively develop new and innovative programs that help them stay connected with their consumers.
“The content that Phear Creative developed for Yahoo!’s ‘Start Wearing Purple’ campaign enabled us to capture the attention of our core audience in a completely unique way, and the online ads that included this content saw one of the highest click-thru rates yet as a result. Phear Creative’s approach to their work and their commitment to their clients continues to impress me. They are professional, technically savvy and 100% dedicated to providing the highest quality results.”
-Kelly Delaney, Senior Marketing Manager, Yahoo! Inc.
