Last year, Splenda shared a new recipe every day on Tumblr, amplifying the reach through a partnership spanning Yahoo's properties.
According to the brand, as a result of the program, paid engagements on Tumblr (likes, reblogs or follows) exceeded the industry benchmark by 32%. Splenda also saw a 900% increase in engagement after running paid media on Tumblr, and syndication on Yahoo helped to more than double the campaign's reach.
The brand — which Johnson & Johnson's McNeil Nutritionals, LLC just this week announced it is selling to Heartland Food Products Group — is continuing to feature content on its Sweet Swaps Tumblr page, and expanding the Yahoo partnership. But instead of daily recipe sharing, it's offering exclusive cooking, nutrition and other content from experts, to "help inspire and motivate people to make smart choices that support a balanced lifestyle,” says Kim Holdsworth, senior marketing director, McNeil Nutritionals.
The new content includes video series, photos, GIFs and original recipes from Laura Vitale, host of the online show "Laura in the Kitchen" and the Cooking Channel show "Simply Laura"; nutritionist Dr. Janet Brill; and DIY expert Brit Morin of Brit + Co.
The campaign also includes native and display advertising across Yahoo and Tumblr. Splenda will share images and video from the program with Splash ads within Yahoo's digital magazines, including Yahoo Food, employ pre-roll video ads across Yahoo's network, and also syndicate the videos on Yahoo.
In addition, to increase the distribution of content from the Sweet Swaps Tumblr page, the brand will use Tumblr Sponsored Posts and native ads available through Yahoo Gemini, along with premium display advertising with dynamic creative.