The biggest Nestle brand is hoping to engage a younger generation of passionate coffee drinkers, as well as supercharging its SEO and becoming more mobile friendly, by moving to Tumblr.
Nescafé has said it will move all of its global and local websites onto the Tumblr platform, beginning with the sites for the UK and Mexico in the coming weeks.
“We’re actually moving everything to Tumblr but consumer data,” said Michael Chrisment, Nescafé’s head of global integrated marketing. “Tumblr is unique. It’s an agile, responsive, connected platform, the fastest-growing social platform, and a fantastic way to connect with younger people.”
While some have characterized the move as part of the death of the dot-com, some visitors may not notice the change when visiting the sites, Tumblr brand strategist Armand Khatri explained at a Social Media Week London panel.
The Nescafé site will host landing pages for offline promotions and feature “buy” buttons, reviews, and ratings.
Nescafé will gain the ability to promote owned media across the Tumblr social platform and drive conversation with a young community passionate about coffee. Khatri pointed out that coffee is in the top five conversational topics in Tumblr’s food category.
Nescafé will also benefit from the mobile-friendly Tumblr design. Add to this the SEO benefits of Tumblr users being able to easily re-blog owned Nescafé content – creating DoFollow links on the open Web – and Nescafé could see a significant uplift in organic search.
The news comes as Facebook is launching an update to its brand page offerings.
Khatri said another advantage with Tumblr is that brands own their own code, domain, and followers. It does not have an algorithm that decides what brand content followers view.
However, Nescafé will not retreat from other social platforms. Chrisment explained Nescafé social posts will be aggregated on the Tumblr site, and Pete Blackshaw, global head of digital and social media at Nestle, said Nescafé has “many high value followers on Facebook” and may decide to take advantage of Facebook as a re-emergent content hub.