Yahoo! Mail released a totally revamped mail app to help users reach inbox zero with Slay The Holidays (creative strategy)
The brief: Put the overhauled Yahoo! Mail app into the hands of an audience of savvy Millennials and Gen Z’ers.
The problem: People are often deeply attached to their email addresses, and Yahoo! doesn’t have the clout its many competitors have.
The strategy: We focused on the Mail app being the ultimate email utility, as it also aggregates email accounts from anywhere. Showing our audience that they could quickly wrangle massive inboxes down to zero was key, because we found that inbox stress, while not incapacitating, was an annoyance that the Mail app could quickly address.
The execution: A two-pronged approach consisting of site-level posts and quizzes (a BuzzFeed staple) where we focused on fun ways to talk about email organization; and an IRL holiday event, where we gamified using the Yahoo! Mail app to win yourself some fun swag.
The result: Slay the Holidays was a major hit among participants and the client as well, drawing in tons of foot traffic and putting the app in front of people to see for themselves. Site-level content outperformed benchmarks, and we pushed a spike in app downloads.
