CLIENT
Yahoo!
Michelle Baker, Mktg. Mgr.- Search and Local
Ryan Rigoli, Dir. Brand Mktg.- Search and Local
Katie Cushmore, Dir. of Mktg.- Advertising
Linda Bennett, Senior Bus. Dir.
Allen Wang, VP Mktg.- North Asia
Nick Chavez, Dir. Brand Mktg.
AGENCY
Curtis Melville, Executive Creative Dir.- Art Dir.
Steve Silver, Executive Creative Dir.- Copywriter
Yahoo! Internal Brand Creative Group
Mindshare
SUMMARY
Over the last few years the number of local directories has increased dramatically, but few have offered users multiple features, recommendations and ratings by other users. In Yahoo! Local, Yahoo! combined search, mapping, directory and user-rating technology to create a service that dramatically improved on local directories. The campaign was challenged with how to drive trial and awareness, change perceptions and stay relevant and useful to both consumers and businesses. It did that and delivered well above goals for awareness, referrals, unique users and market share.
