About.com Launches Brand Campaign

By: E&P Staff

The New York Times Co.’s About.com has launched a brand campaign designed to communicate increased relevance to marketers as they place more value on intent-driven users.

The campaign introduces the tagline “Need. Know. Accomplish.” to express how intent-driven users use About.com as an information source that helps them address a need and move forward to accomplishment.

The campaign’s advertising presents a series of moments in which a family of characters personifies the range of needs that an About.com user encounters each day. Some are featured in more than 30 creative concepts, ranging from “Lower my cholesterol” to “Find family beach activities.” The creative will run on out-of-home and digital ad platforms throughout 2010, including baseball stadiums, taxi tops, phone kiosks.

“About.com can connect the brand’s marketing message and product to users when they’re seeking solutions the most – in moments of need,’ About Group Marketing Vice President Evan Minskoff said inn a statement.

Combining relevant content with a user-focused environment About.com helps advertisers become a part of the users’ solution process, matching relevant brand advertisements to the needs of its users at the right time.

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