Meet the Artist on Tumblr
Client: Tumblr
Industry: Marketing & Advertising
Role: Project Management, Community Engagement, Content & Creative Strategy
Date: 2019-2025
Meet the Artist on Tumblr is an art meme-turned Tumblr marketing campaign that highlights the #Artists on Tumblr community on the platform. The goal was to showcase Tumblr’s #1 community and provide a platform for these individual artists to express themselves creatively through the branded template designed for the campaign.
As project manager, I led the creative direction, brand expression, and community outreach to ensure the campaign resonated with Tumblr’s creator-first audience and contributed to long-term user engagement goals. Objectives included:
Drive engagement by celebrating creators in a relatable, community-led format
Boost visibility of Tumblr’s artist community 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 ⬩
I designed a flexible template that incorporated the Tumblr logo and a clean, minimal layout—giving artists the freedom to showcase their unique styles while maintaining visual consistency across the campaign. This structure was essential in unifying the diverse submissions within the broader marketing initiative. Each feature was paired with the artist’s own works, highlighting their creativity and allowing their individual voice to shine—while reinforcing Tumblr’s identity as a platform that champions independent artists.
The finished pieces were featured across dashboard features (mobile and desktop), Tumblr’s editorial blogs, social media channels.
The Meet the Artist on Tumblr campaign was designed to be both evergreen and adaptable, allowing room for themed pushes during commemorative months such as Pride Month and AAPI Heritage Month. This flexibility made it possible to spotlight artists from underrepresented communities in a timely, meaningful way—further aligning Tumblr’s brand with values of inclusivity and creative celebration.
results
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results ⬩
Meet the Artist on Tumblr evolved into a consistent and uplifting editorial presence on the platform, regularly featured in prominent dashboard placements. By showcasing a rotating lineup of illustrators and digital creatives, the campaign brought fresh, community-centered content directly to users' feeds—strengthening Tumblr’s commitment to supporting artists and fostering creative discovery in everyday platform experiences. The Art blog with ~1M following increased in over 130k+ followers in the duration of these features.
Overall highlights:
Increased campaign visibility and engagement across Tumblr’s social platforms.
Drove new creator participation, inspiring more artists to share their own Meet the Artist posts organically
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