Nescafé is the first global brand to move its entire online presence to Tumblr as it moves away from a traditional website in a bid to focus on a more direct connection with customers.
“As Tumblr is traditionally a blog patform, it’s very much tied to co-creation and user generated content, which is the main reason we’re moving there,” Michael Chrisment, Nescafé’s head of global integrated marketing, digital and media told Marketing Week.
Fans will be able to share coffee-related images, videos and GIFs on the site. As well as hosting content uploaded by the Tumblr community, the platform will serve as a source of inspiration and ask consumers to suggest new coffee creations.
Reaching younger audiences
One key aim of the move is to help Nescafé connect with younger audiences.
Figures from Mintel show that young people are increasingly refusing to drink instant coffee, with sales falling by 3% last year to £782m, down from £806m in 2013. The market is expected to continue declining to £700m in 2020.
“Tumblr has a higher organic reach among millennials, which is why we decided to expand there,” Chrisment commented.
“Our customers expect us to share more and be more open, which is something we want to respond to.”
Focus on ecommerce
Nescafé also hopes the move will help boost its ecommerce sales. While Nescafé already sells some sales online it hopes that Tumblr will push those even higher.
“Tumblr brings a lot of mobile advantages, but it also produces a lot of benefits in terms of people being able to buy our products online and being connected,” explained Chrisment.
The brand is aiming for its ecommerce share to reflect the position it has offline within the coffee category. Figures by Mintel show that Nescafé remains the leading brand in the UK instant coffee market, with its Original and Gold brands accounting for 35% of total instant coffee sales.
“Our objective is to have an online market share that is the offline equivalent or higher. Tumblr will set us apart from our competitors in that respect,” he added.
Moving away from a traditional marketing strategy
Chrisment is hopeful that the Tumblr page will positively affect the brand’s SEO.
“As the content will be fresher and more up to date, it will have a beneficial impact on the overall performance when it comes to search,” he explained.
The website will go live in the UK over the next couple of weeks, before rolling out in more than 40 global markets towards the end of the year. Nescafé will predominantly use its social platforms to announce the move onto Tumblr.
“We are moving away from our traditional marketing strategy towards something that’s more natural by leveraging owned media, looking to consumers on earned platforms and then amplifying this with paid media,” he concluded.
Nevertheless Nescafé has no plans to delete its presence on other social media platforms. The brand will continue to use its Twitter, Instagram and Facebook accounts, as well as other traditional platforms such as TV, outdoor, press and radio for future campaign activity.
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