This GIF lens was applied to all promotional content on the Tumblr. With the complete season available for purchase, exclusive GIFs noted the breadth of bonus features. For the holidays, GIFs capitalized on "bluespace" and drove merchandise sales with a "GIF'T Guide."
Post-season, Girls GIFS resurfaced moments and tied Girls to topical conversation. The "tGIF" series featured celebratory show moment GIFs on Fridays. The "Music Moment" GIF series reactivated the Tumblr and fan engagement in preparation for the 4th Season. GIFs paired iconic Girls scenes with corresponding song titles, enticing fans to re-watch beloved episodes before the series return.
With this refresh, Tumblr content reaches 176% more users and average Engagement Rates have shifted from 1.3% to 8.3%.