Martha Stewart Living Omnimedia
Yahoo, "It's You" TECHNOLOGY & WEB SERVICES
Want to teach the greater unwashed masses of Internet users how to leverage the power
of online services, features and tools on Yahoo? How about tapping a trend-setting lifestyle maker like Martha Stewart. That's what the Yahoo team did with their "It's You" campaign
featuring Yahoo Web Life Editor Heather Cabot in a series of folksy video interviews conducted by Stewart and aimed at "chief household officers" - women 25-54 - who were the prime target of
this repositioning campaign. Among the online services benefits explored by Stewart and Cabot in the eight video vignettes were ways to plan a budget wedding and the etiquette of "digital thank
you" notes. Thanks for that.