FDA: Tumblr Case Study

Reaching teens with advertising is challenging, and when you're using it to tell them not to do something — like smoke cigarettes — the level of difficulty rises exponentially. Just creating a bunch of digital and social content isn’t enough. So instead, we did something radically different. We went undercover, in the form of a Tumblr page, but rather than fill it with loads of content and hope teens would find it, we used tags associated with what was already out there — content that glamorized cigarettes — and married our work to those streams, leveraging the native behavior of teens while appearing to be a socially active teen ourselves.


Winner of the 2016 Shorty Award for Best Overall Tumblr Presence.