Tumblr

 While social media burned, Tumblr brought the social back to social media

In January 2025, the social media landscape was imploding. TikTok faced a ban, X turned hostile, and Meta doubled down on "masculine energy." 

And users everywhere were left asking, “where do we go now?” Snap? Reddit? Reels? Rednote?

In all of the conversation, no one was talking about Tumblr. 

And that was our opportunity: to remind everyone about the original home of internet culture and genuine connection.

We moved at internet speed, partnering with real Tumblr creators to craft an authentic campaign in just 10 days. Our message spread across social, digital, video, and out-of-home, celebrating the platform's diverse communities and proving what makes Tumblr different: actual humans sharing actual passions, no bots or rage bait required.