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Ogilvy Youth is the newest global marketing practice at Ogilvy & Mather, and we are obsessed with all things youth. We bring you the freshest news, trends, and ideas as it pertains to youth culture and the world we live in.

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NYT: Pinterest, Tumblr and the Trouble With ‘Curation’

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There’s a fantastic, thoughtful article by Carina Chocano in the NYTimes today addressing the love-hate phenomenon we have with fashion and lifestyle blogs.  As a tech-savvy Millennial, these blogs and Pinterest boards have replaced magazines for me.  The New Yorker and Vanity Fair are the two subscriptions that I actually pay for (and yes, I realize that makes me about 50 years old).  In the place of Vogue smugness that comes once a month, I can get The Sartorialist smugness that comes whenever he uploads a picture.

In addition to Ms. Chocano’s excellent analysis of why we flock to “curated” content on blog and Pinterest, I’d like to add one more point.  Yes, it’s a way to establish who we want to be and present that image to the world.  But why do we look at others’ virtual dreamboxes?  I mean, we’re all complicit in hardcore “lifestyle pornography”.   These bloggers or “curators” - they have no authority on the topics they cover besides a civilian interest.  Rumi, Emily, Leandra - none of the top fashion bloggers were fashion insiders when they started.  And this is a good thing.  The fact that these are ordinary people, sharing that element of “sameness” or approachability, is perhaps more powerful than actual authority.  We want to follow people we relate to, who feel like our coolest friend.  The fact that these bloggers aren’t part of the scene, that they’re one of us, is just as powerful as our own yearning to create and express.  Millennials discover, grow, and dream with these bloggers, we don’t take mandates from them.

Ms. Chocano’s piece is one of the most articulate and intelligent pieces I’ve read on this topic.  Well done, and thank you for giving us something to think about.

- Felicia

Posted on Wednesday, July 25th 2012

mashable:

In an effort to target Tumblr’s highly engaged community of fashion and design enthusiasts, footwear company Aldo has launched a  contest to identify and reward “the next stars of Tumblr.”
Participants will need to follow Aldo Rise on Tumblr to enter — a requirement that will no doubt do much to increase Aldo’s following on the platform.
aldorise:

Give your Tumblr a new look for the new year! Win a consultation with a design team, a custom built Tumblr theme (valued at $1,000), and 5 reblogs of your content from ALDO RISE. Click here to enter to win!
Winners will be selected on the quality of their Tumblr content, volume of notes and followers, and personality of their Tumblr. Contest closes on January 15th, so don’t sit on it!

mashable:

In an effort to target Tumblr’s highly engaged community of fashion and design enthusiasts, footwear company Aldo has launched a contest to identify and reward “the next stars of Tumblr.”

Participants will need to follow Aldo Rise on Tumblr to enter — a requirement that will no doubt do much to increase Aldo’s following on the platform.

aldorise:

Give your Tumblr a new look for the new year! Win a consultation with a design team, a custom built Tumblr theme (valued at $1,000), and 5 reblogs of your content from ALDO RISE. Click here to enter to win!

Winners will be selected on the quality of their Tumblr content, volume of notes and followers, and personality of their Tumblr. Contest closes on January 15th, so don’t sit on it!

Posted on Tuesday, January 10th 2012

Reblogged from Mashable HQ

Source aldorise

Interesting Read: Why Few Brands Are on Tumblr

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Great read (on the link above) on why Tumblr is different from a backend blogging platform such as Wordpress or Blogger.  When I was deciding whether to have a website, blog, photoblog, etc for Ogilvy Youth, I knew that whatever it was, it had to be Tumblr.  To me, Tumblr is the most visually adaptable, easy to use, and brand appropriate site out there.  This article talks about why more brands aren’t jumping on the Tumblr bandwagon.  I agree with some of the criticisms, especially its most recent Fashion Week blunder, but at the end of the day “it takes a certain amount of time and creative energy for a brand to figure out its content strategy for Tumblr; and that may not be something that all brands are willing to do, or that all brands are even well-suited for.”  Tumblr is time intensive enough without straight ROI that it gives brands pause before jumping in, but that might be the reason it’s been so popular with consumers of the content.

- Felicia Zhang, Ogilvy Youth

Posted on Tuesday, November 29th 2011