McNeil Nutritionals artificial sweetener brand Splenda is rolling out new content featuring popular food-related celebrities for its mobile advertising campaign following a successful initial push that saw a 900-percent engagement increase through Tumblr and doubled the brand's reach through Yahoo. 

Big names in food, health and DIY such as Laura in the Kitchen, Dr. Janet Brill and Brit Morin are the faces of the next facet in Splenda?s campaign, bringing low-fat option recipes to consumers via Tumblr and Yahoo. The brand saw significant results through paid advertising on Tumblr, along with a dedicated page on the social media platform and Yahoo Splash ads and will continue to share content through these sources. 

"Brands have a big opportunity to get creative on Tumblr and build a destination for their consumers, whether they are using videos, photos, text or gifs to bring a topic to life for this community," said Lisa Utzschneider, chief revenue officer at Yahoo."

Splenda will be sharing various recipes and tips with an assortment of partners through a Tumblr page. The page features posts such as a video of a PB&J snack substitute, using Splenda in the recipe with Laura Vitale, host of the YouTube show Laura in the Kitchen and the Cooking Channel show Simply Laura. 


Laura's recipe can be viewed on a variety of Splenda's social media pages

The same content will be featured on Yahoo and Yahoo Splash ads, the high-impact advertisement platform through its digital magazines on mobile and desktop. 

Another post features a print out recipe for healthy Sweet and Spicy Jicama Shoe String Fries created by nutritionist Dr. Janet Brill. Also, a post from Angela, a blogger from About a Mom featured a recipe for Mixed Berry Shortcake, also with Splenda. 

Splenda also shared tips such as swapping out a chair for yoga ball for better core strength and posture, as well as a video of infusing water with melon balls for a more refreshing taste. Also, numerous kitchen hacks were shared such as one tip noting to keep an extra bowl for various scraps and waste for easier cleanup while cooking. 

The brand decided to move forward with continued content on the platforms after seeing 32 percent more engagement rates than industry standard through paid posts. Splenda is continuing to syndicate these posts through Yahoo, as it doubled the engagement rate last year. 

Many videos will also be featured in pre-roll of Yahoo videos, as Tumblr was recently acquired by Yahoo. 

Similarly, sunglass brand Ray-Ban created a Tumblr page where users virtually tear away layers of posters to create new messages that were shareable on social media and support the brand's connection to fans (see more). 

Also, Gap Inc.-owned apparel brand Old Navy engaged millennials by showcasing its new spring line on microblogging social media application Tumblr and its Yahoo parent (see more). 

"Following last year's success, Splenda's new program on Yahoo and Tumblr brings together all of these creative elements to share entertaining content with their audience across screens,? Ms. Utzschneider said.

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer