Nescafé has shifted its global websites on to the Tumblr blogging platform, declaring the ‘dotcom is dead’, as the Nestle-owned coffee brand looks to boost its reach with millenials.
Tumblr currently boasts more than 250 million blogs and over 110 billion individual posts.
Nescafé is already one of the top-performing brands on social media for Nestlé, with more than 35 million fans worldwide.
Switching over to Tumblr lets Nescafé collate positive mentions of its brand and push them out for further promotion on other social networks like Facebook and Twitter.
The move will see the coffee brand use Tumblr as its primary communication and eCommerce platform.
This will all be optimised for use on mobile and tablet. Fans will be able to share images – including coffee-related selfies – videos and GIFs.
As well as hosting content uploaded by the Tumblr community, the platform will serve as a source of inspiration and connection with suggestions for new coffee creations, multi-sensorial flavours, and the coolest coffee experiences.
Sean Murphy, head of global strategic marketing for Nescafé, said: “Nescafé is a brand of people, of millennials with a human-centric purpose: to start real connections and spark human warmth through millions of coffee conversations everywhere, every day.” He added the Tumblr partnership sees the brand bring this purpose to life around the globe.
“We’re listening and responding to fans with owned media. Fans, who expect brands to share the value we create, to be collaborative, open minded, mobile centric. This is yet another exciting milestone in what we call our co-creative REDvolution,” Murphy added.
Tumblr’s brand strategist, Armand Khatri said: “Nescafé is a great partner for us. A cup of coffee provides the opportunity for people to connect and share ideas, experiences and passions – this mirrors the essence of what Tumblr does as a platform.”
To build out the proposition, Nescafé is now considering how it will work with Tumblr’s Creators Programme, which launched earlier this year as an in-house agency promising to connect brands with Tumblr artists.
Last year alone the Nescafe portfolio was refreshed with new packaging designs and the brand launched the Wake-Up app, a mobile social alarm clock. It also launched a Nescafé jar complete with a built-in alarm cap and Nescafé Shakissimo, a new concept in on-the-go indulgent coffees.
Depending on the outcome of this new undertaking the allocation of marketing budgets may be adjusted and lessons learned could potentially extend beyond social media to more established platforms like TV, radio, and print.