Abstract

In September 2009, Yahoo!, Inc. (Yahoo) launched its first-ever global marketing campaign, with the slogan “It’s Y!ou.” Through the campaign, the company claimed that its website personalized the web to suit each user’s preferences. The multichannel campaign set to run for 15 months, and was expected to cost around US$ 100 million. While some analysts felt that such a campaign was needed to redefine Yahoo’s brand image, others felt that it was too vague and the money could have better been spent on research and development.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Multichannel Marketing Campaign
• and Re-defining Brand Image.

Keywords

Yahoo!, "It's Y!ou", Anthem, Yahoo! Mail, marketing campaign, multichannel campaign, advertising campaign