The web was abuzz yesterday with talk of a new Yahoo marketing campaign, which is all about “Y!ou.” This campaign was formally announced today, and a new site dedicated to it has even been set up by the company at YouAndYahoo.com. Yahoo says it is the single-largest integrated marketing campaign for the company ever.
Yahoo says it’s asserting its place at the center of people’s online lives, and has announced that the company has “realigned all aspects of its business around simplifying and enhancing the web experience.”
“Today the Web and your world are inseparable,” said Yahoo CEO Carol Bartz. “Hundreds of millions of people use Yahoo to get the information they need, connect with friends and family, and be entertained. We are about creating online experiences people find meaningful, relevant, and fun.”
“Our vision is to be at the center of people’s online lives—to be at the place where their world meets the larger world,” said Elisa Steele, Yahoo executive vice president and CMO, speaking at the IAB MIXX Conference and Expo in New York City. “Our new branding will focus on people—the power and promise of ‘you.'”
“This is much more than an advertising campaign,” added Steele. “It’s about how Yahoo delivers its promise to the market in everything we do. Our brand strategy shows our commitment to delivering personally relevant online experiences.”
The campaign will actually launch on September 28 in the US (and on October 5 in the UK and India), although in some ways, you could probably say that it has already launched. After all, they’ve already got us all talking about it. It will extend into next year, and reach major and emerging markets worldwide, such as Brazil, Canada, France, Hong Kong, Indonesia, Korea, and Taiwan.
Yahoo claims the campaign stemmed from a “massive research effort,” which found that users want the web to be “more personally relevant.”
