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BizReport : Social Marketing : September 16, 2015

Global brand becomes first to ditch website for Tumblr

Nestle's top-performing brand on social media, Nescafé, has announced its decision to ditch its local and global websites and move to Tumblr.

by Helen Leggatt

Last year saw Nescafé adopt new packaging designs, including a jar with a built-in alarm in the cap, and a mobile social alarm clock (Wake-Up app). This year, the brand is going all out "to start real connections and spark human warmth through millions of coffee conversations everywhere, every day".

To do this, Nescafé is abandoning the dotcom and embracing Tumblr, an initiative they believe will enable them to build stronger relationships with younger consumers. According to Nescafé marketing chief, Michael Chrisment, "the dotcom is reflection of us talking to people; this approach is dead. It should be much more inclusive and allow conversations".

The new global Nescafé Tumblr platform allows fans to share images, videos, GIFs and other coffee-related content uploaded by the Tumblr community.

"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," says Sean Murphy, head of global strategic marketing for Nescafé. "This is yet another exciting milestone in what we call our co-creative REDvolution."

Tumblr, a cross between a microblogging site and social network, currently hosts more than 250 million blogs and 110 billion individual posts.

Mejini Neskah /

Image via Shutterstock

Tags: brand marketing, social media, Tumblr

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