Yahoo revamps its presence in Brazil

Share this content:

Yahoo Brazil relaunched its homepage, www.yahoo.com.br, on August 16.

The Web site worked with São Paulo, Brazil-based marketing agency LiveAd and New York-based digital agency Night Agency on the rebranding effort. Because it now prominently features the color purple, the site has a new tagline, “Do Not Underestimate the Purple.”

To promote the updated site, Yahoo and its partner agencies created the persona of a nonexistent agency called Celestial Marketing, which ostensibly specializes in marketing services such as advertising on the moon and spaceship brand takeover, to tie the relaunch to a lunar eclipse occurring the same day.

“[The campaign was] a long-term way to build equity for the new Yahoo to keep traffic volume high and to build some playfulness back into the site,” said Darren Paul, co-founder and managing director of Night Agency. “It is part of the international strategy to build the brand into more markets around the world.”

LiveAd and Night Agency ran broadcast, Web video, radio and print ads throughout Brazil referring to the eclipse as the day Yahoo Brazil will change forever, and the site broadcast the eclipse to usher in the redesign. It will also launch new products and services every month until the end of the year.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above