Transforming YP
From $0 Budget to $50M Content Powerhouse
YP – The Real Yellow Pages (formerly YellowPages.com) was a $2 billion brand with deep roots in local business discovery. However, in a digital age dominated by online review platforms and algorithm-driven recommendations, YP faced a critical challenge: shedding its outdated image as a simple business directory (or the printed “yellow brick” dumped on doorsteps) and establishing itself as a trusted, modern local guide.
As Editorial Director at YP/AT&T Interactive, I set out to reposition YP by elevating its content strategy — moving beyond static listings to authoritative, experience-driven, and more mindful recommendations that resonated with consumers. The challenge was not only to transform YP’s perception but to do so in a way that delivered measurable business impact without relying on a massive budget… well, no content budget at all.
Aspire.
Reinvent YP as a Trusted Local Guide
To redefine YP’s role in the mobile and digital landscape, we needed to shift public perception from “just a directory” to a curated, expert-backed resource for local business discovery. Unlike competitors that leaned on anonymous, often unreliable user reviews, YP had an opportunity to differentiate itself with a content-first approach — one that prioritized authenticity, trust, and high-quality recommendations from credible voices.
This meant not just creating content but making YP the source for trusted local insights, featuring recognizable names and industry experts. The goal was to create a halo effect, where associations with well-known personalities would lend credibility to YP, encourage user engagement, and drive organic traffic.
I envisioned a strategy that would:
- Establish YP as a go-to local business authority through authentic, influencer-backed recommendations
- Enhance brand credibility by partnering with recognizable figures in entertainment, food, and lifestyle
- Increase organic engagement by shifting away from basic listings to dynamic, experience-driven content
- Do all of this with a $0 budget, leveraging editorial storytelling instead of paid endorsements
Act.
Launch ‘Stars of Local’ Program With $0 Budget
With no budget for paid endorsements, we needed an innovative approach to elevate YP’s credibility and visibility. I developed the “Stars of Local” initiative — an ambitious content-driven campaign designed to position YP as a trusted authority in local business recommendations. Instead of relying on anonymous reviews, we sourced insights directly from celebrated figures in entertainment, food, and lifestyle — individuals whose voices carried influence and authenticity.
Leveraging my experience in editorial content and celebrity media coverage, I tapped into my network of PR contacts and industry relationships to secure exclusive interviews. My in-house team of editors, who had years of experience interviewing A-list talent, conducted conversations with high-profile personalities, uncovering their favorite local spots and personal recommendations. This editorial-first approach ensured that every piece of content felt organic, engaging, and genuinely valuable to consumers.
Engaging influential personalities
To build up a credibility ladder, we approached a series of more obtainable stars to prove our intent with the project (and that we weren’t “trying to get them to sell anything”). Leveraging our editorial skills, we developed relationships one by one with scores of PR contacts to gradually bring more stars into the fold, more than 200 throughout the program.
Each provided insights into their favorite local establishments, from restaurants to home improvement stores, offering readers trusted recommendations (Read more: businesswire.com). We collaborated with a diverse array of influencers, including:
- Entertainment stars: Betty White, Eva Longoria, George Lopez, Jake Owen, Ellen DeGeneres
- Culinary experts: Wolfgang Puck, Padma Lakshmi, Duff Goldman, Hugh Acheson
- Home and lifestyle gurus: Martha Stewart, Nate Berkus, Tim Gunn, Justina Blakeney, Bob Vila
Strategic content distribution
The content was disseminated through multiple channels to maximize reach and engagement. This multi-channel approach ensured that the content was accessible and engaging across various user touch points:
- YP.com homepage: Daily programming featured these interviews prominently
- Syndication partnerships: Collaborations with platforms like Yahoo.com expanded reach
- Social amplification: Stars shared interviews via social to broaden our reach
Achieve.
Realize significant brand growth and recognition
The “Stars of Local” campaign proved to be a game-changer, not only redefining YP’s brand identity but also delivering tangible business impact. By moving beyond static directory listings and anonymous reviews, we established YP as a credible content-driven authority in local business recommendations. The strategic use of high-profile influencers, expert storytelling, and multi-channel distribution generated widespread engagement, dramatically increasing brand awareness and user trust.
More importantly, this approach translated into real business growth — from soaring organic traffic to multimillion-dollar revenue impact. The numbers speak for themselves.
Enhanced brand visibility
The initiative generated over 24 million brand visits, significantly boosting YP’s visibility in the digital space. The association with high-profile personalities enhanced the brand’s appeal and trustworthiness.
Increased organic traffic
By focusing on quality content and leveraging the influencers’ reach, we achieved a more than 25% increase in organic search traffic in key business categories (food, home, shopping, travel). Users were drawn to the authentic recommendations — with that halo effect — leading to higher engagement and repeat visits.
Revenue growth
The campaign’s success translated into an estimated $50 million in annual revenue generated from the content program. The content, acquired through editorial standards without direct payment for endorsements, had an in-kind value equivalent to $1.5 million alone.
National TV Campaign: The Ultimate Validation
The success of “Stars of Local” paved the way for YP’s national “Make Every Day Local” TV campaign in 2015. This campaign further solidified YP’s commitment to celebrating local businesses and communities, reinforcing the brand’s revitalized image.
The “Stars of Local” initiative exemplifies how strategic influencer collaborations and quality content can revitalize a brand’s image and drive substantial business growth. By focusing on authenticity and leveraging the voices of trusted personalities, YP successfully transformed into a modern, reliable guide for local business recommendations.
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Accolades
Justin was instrumental in driving the change in how content was positioned at YP’s digital properties, moving toward dynamic, engaging and performance-driven content. He clearly articulated the need for this change to leadership, and across teams at every level of the organization.
Natalie Dunbar, Author | From Solo to Scaled: Building a Sustainable Content Strategy Practice
Passionate, thorough, and champion of crafty content — all ways I will describe Justin and his approach to editorial management. I had the distinct pleasure of managing Justin and watch as grew his team and scope of influence at YP. I appreciated his writing, planning and dedication — especially when I knew my product was better with a strong supporting content strategy. I use his mantra of “show, don’t tell” almost every day.
Brian Kuhn, Chief Operating Officer | Interactive Education Concepts