Inside Two OG Internet Brand Comebacks: Yahoo and Expedia Bet Big on Creators

Two decades-old internet brands are getting back into culture through creators. In this episode, Kaya Yurieff and Jasmine Enberg sit down with Yahoo’s CMO Josh Line and Expedia’s Chief Communications Officer Laurie Metrose to talk about what it actually takes to be top of mind again.

Metrose walks us through Expedia’s biggest creator bet yet: a year-long partnership with livestreamer iShowSpeed, built around three phases that combine livestreaming and shoppable storytelling. 

Yahoo’s Line discusses the company’s comeback strategies, such as a Cardi B campaign for Yahoo Mail that turned inbox anxiety into a viral moment, Kyle Cook becoming Yahoo Weather’s official “weather boy”, and the reply-guy moment that landed Yahoo millions of likes after the company had wiped its social feeds for a fresh start.

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