Apple seems to have launched its first social media campaign with a Tumblr blog that promotes the iPhone 5c. While the company hasn’t confirmed it’s behind the blog, the page matches Apple’s usual marketing design. Plus, some users have reported seeing iPhone 5c videos on their Tumblr dashboards as sponsored posts, which means whoever is behind the blog is paying to advertise it.

Apple has traditionally stayed away from social media, never tweeting or setting up a Facebook page.