The coffee brand now has 45 Tumblr sites live globally, with a further 20 planned by year’s out, as it aims to create a more direct connection with its younger consumers.
Over the last six months, Nescafé says the Tumblr websites have generated an additional $200,000 in sales – thanks largely to ‘buy now buttons’ – but it insists this figure is “only a small sign of things to come”. Currently only ten of the sites offer the option to buy online, but Nescafe is planning to add the option to 16 more by year’s out.
Total monthly visits, meanwhile, have risen by 29%, and by 20% on mobile, with users now staying 18% longer per visit.
Nescafé’s head of global integrated marketing Michael Chrisment told Marketing Week: “Our Tumblr pages have generated almost 4,000 qualified purchase leads that generated incremental business for the brand. We only have 10 websites so far that offer the option to buy online, so we’re very positive about the impact ecommerce will have on our future markets.
“We have also set aggressive targets in terms of conversion. Over 25% of what we invest digitally in future should lead towards a sale. We really want to push our online investment even further.”
Tumblr creates ‘inspiration to buy’
Nescafé made the decision to move its entire online presence over to Tumblr last year, crediting the blog-heavy platform’s “co-creation and user generated content” as the key drivers. And Chrisment advises more brands to take up Tumblr as it provides an authentic “inspiration to buy.”
He added: ““[Our Tumblr platforms] have definitely helped ease consumers into being inspired to buy. If a consumer searches for Nescafé, it’s easy to find our products and have a good experience by being in a safe and trusted environment, making it easier to buy.
“The uptake from the markets has been vast and quick, and the amount of visits from mobile has increased 20% as well. We’re very happy about this, as the move towards mobile is huge and it’s important to grab people’s attention – especially since the attention span of the average person is around 4 to 5 seconds, close to that of a goldfish.”
Tumblr, which is currently on a mission to grow its advertiser base, has over 85 million posts published daily, reaching an audience of 550 million people. And Marketing Week understands that Nescafé-owner Nestlé is considering putting more of its FMCG brands onto Tumblr.