Nescafé has become the first global brand to move all its international and local websites to the Tumblr platform, with the aim of building stronger relationships with younger consumers.
The change reflects its position as Nestlé’s top-performing brand on social media, with more than 35 million fans worldwide. It will allow Nescafé to further develop consumer-led communications and its e-commerce offering in formats optimised for mobiles and tablets.
Tumblr, which hosts more than 250 million blogs and 110 billion individual posts, is a cross between a micro-blogging site and social network.
The new global Nescafé Tumblr platform allows fans to share images, videos, GIFs and other coffee-related content uploaded by the Tumblr community.
It is the latest in a series of recent innovations from the Nescafé brand, following the 2014 launch of a new, unified look and feel across all of its products in the 180 countries where it is sold.
These include the Wake-Up app, a ‘mobile social alarm clock’, the ready-to-drink chilled Nescafé Shakissimo range, and a new flagship store in Tokyo, Japan.