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Reimagining Search: Re-Framing the Yahoo! Search Story   Add to Cart Secured Document - MyPRSA Login or Purchase Required

Publication Date: 2012
Product Code: 6BW-1208C11
Organization/Author/Firm: Yahoo!
Category: Marketing / Global Communications
Industry: Consumer Services / Technology / Global - International
Summary

2012 Silver Anvil Award Winner — Marketing Consumer Services — Technology

Yahoo! Search has been a leader in search technology since it launched in 1994. However, the market has grown increasingly competitive. In 2011, Yahoo!'s Global Communications team brought the conversation back to Yahoo! Search as a highly relevant consumer service and a platform for innovation and insights. The comprehensive communications strategy put a spotlight on new product offerings and an ongoing Search Trends program that drove media discussion of Yahoo!'s deep (and surprising) insights into how the world's searches reflect the zeitgeist. Through diverse tactics, the team re-engaged media and Yahoo!'s global audience in the story of Yahoo! as a leader in search technology and analysis.

Campaigns that are Marketing Consumer Services included programs designed to launch or introduce new services or promote existing services to a consumer audience.