Creator Spotlight
Client: Tumblr
Industry: Marketing & Advertising
Role: Project Management, Community Engagement, Content & Creative Strategy
Date: 2022-2024
Creator Spotlights are traditional Q&A-style interviews that showcases creators on Tumblr’s work and passions. It highlights Tumblr’s biggest creators and provides a platform for these individuals to share their thoughts and experiences to the rest of the Tumblr community. Objectives included:
Drive engagement by celebrating creators through a Q&A interview format
Boost visibility of Tumblr’s content creators through featured content and strategic placement
Strengthen brand affinity by aligning with Tumblr’s identity as a home for creatives and fandoms
Create a scalable campaign system that could be used for future creator-driven marketing efforts
strategy & execution
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strategy & execution ⬩
Tumblr is home to a thriving community of artists and creators. Creator Spotlights was born to give these voices a stage—to share their stories, insights, and craft with their followers, while opening doors to new audiences on Tumblr and beyond. I sourced each creator that was highlighted in this series and shaped the overall narrative of each interview. Each Spotlight pairs a branded visual with a short, engaging Q&A, thoughtfully tailored to highlight their voice, work, and creative perspective. I also owned end-to-end production timelines, asset delivery, and coordination with social, and copy teams, streamlining the workflow overall.
results
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results ⬩
Creator Spotlights evolved into a consistent and uplifting editorial presence on the platform, having featured in prominent dashboard placements. By showcasing a rotating a powerful and well-known content creator lineup, the campaign brought insightful, community-driven content directly to users' feeds—strengthening Tumblr’s commitment to supporting authentic connection between the creators and their fans in everyday platform experiences. The Art blog with ~1M following increased in over 130k+ followers in the duration of these features. Creator Spotlights were also pitched as part of Tumblr’s partnership outreach, including Netflix’s Wendell & Wild.
Overall highlights:
Increased campaign visibility and engagement across Tumblr’s social platforms
Strengthened Tumblr’s brand identity as a creator-focused, community-driven platform
Laid the groundwork for future community campaigns such as Tumblr Creatrs and themed editorial takeovers