Nice use of the Tumblr Radar by Ralph Lauren today. The US designer has teamed up with the blogging platform to post a bold pink GIF that invites users to “join the fight against cancer”.
It appears in the right-hand box on users’ dashboards that usually highlights popular images from across the network, but was opened up to advertisers in May.
For every note (like or reblog) on that post throughout the month of October, Ralph Lauren Corporation will donate $1 to the Pink Pony Fund, part of the Polo Ralph Lauren Foundation.
At time of publication, there were 12,682 notes – Ralph Lauren will donate up to a total of $25,000.
To add some context, the average Tumblr post gets nine notes; the three prior posts from Ralph Lauren have received 27, 112 and 37.
Packages for Radar advertising reportedly start at $25,000 (though it is presumed this wasn’t a paid-for deal by Ralph Lauren) and significantly boost a brand’s following. GIFs have proved the most successful image types.
To learn more about the Pink Pony Fund visit RalphLauren.com/PinkPony.