“The dotcom approach is dead,” announced Nescafé’s marketing chief, Michael Chrisment, to The Drum.
“It’s a reflection of us talking to people … It should be more inclusive and allow conversations. Tumblr is fostering that possibility to co-create.”
That’s right – Nescafé are doing away with their traditional dotcom website and moving their online base entirely to Tumblr, the microblogging platform beloved by teenagers. Nescafé are in the minority of brands who back the platform as an effective marketing tool – with only 31 of the top 100 brands in the US using the platform. The other two thirds seem intent on mastering Facebook, Twitter and Instagram.
So why are Nescafé choosing Tumblr?
A Younger Audience
Nescafé – a home staple in the 70s and 80s – has recently undergone a rebrand to gear itself towards a new generation. Today’s youth, with their disposable income and access to a huge choice in products, demand higher quality in their food and drink. This is especially true for coffee. Instant coffee’s current image is that of a place holder – the stuff you keep in the cupboard for when you’ve run out of the good stuff.
So, Nescafé have their work cut out in convincing young people that a cup of instant is a worthy alternative to their favourite Starbucks Frappucino.
TUMBLR REALLY DOES LOVE A GOOD FRAPPÉ.
More so than Twitter, Facebook and even Instagram, Tumblr is the domain of teenagers and students. It is also a more open platform. While Facebook is intended to be an extension of real-life relationships, on Tumblr you are encouraged to follow any blog that catches your eye. This makes it a platform where people with similar interests converse all over the world.
What Tumblr offers brands:
Nescafé are hoping for a blog that seamlessly interweaves their created content with comments, photography, and experiences from their customers. Chrisment sees this ‘co-created’ content as a more inclusive, conversational way of promoting their brand online.
The Power of the Reblog
The reblog is where Tumblr’s conversational power comes into play. Reblogged items are as prominent on Tumblr feeds as the user’s original posts. This is not so on Facebook, where fans may post to a page’s wall but it won’t be readily visible to everybody who follows the page.
When Nescafé reblog a photograph, it will appear alongside all their other content. It’s basically like saying, ‘your content is just as important as ours!’
Tumblr also boasts a higher organic reach that some other social platforms. Social media marketers have become increasingly frustrated by how difficult it is for their posts to reach users without a hefty advertising budget. But according to Tumblr data from last year, their average post is reblogged 14 times – and the average sponsored post will be reblogged 10,000 times!
It will certainly be interesting to watch how Nescafé get along, and how their customers respond to the opportunity to share their own content. If it goes well, other brands may well take notice.