Nescafé jumps onto Tumblr to connect with youths

Nescafé is moving its global and local websites to the Tumblr platform.The initiative is intended to build stronger relationships with young people - for whom sharing their passions on social networks is second nature. Tumblr currently boasts more than 250 million blogs and over 110 billion individual posts.Nescafé which is already one of the top-performing brand on social media for Nestlé, with more than 35 million fans worldwide, will also use Tumblr to take a further lead in consumer-first communication and eCommerce. This will all be optimised for use on mobile and tablet. Fans will be able to share images – including coffee-related selfies – videos and GIFs. As well as hosting content uploaded by the Tumblr community, the platform will serve as a source of inspiration and connection with suggestions for new coffee creations, multi-sensorial flavours, and the coolest coffee experiences.Sean Murphy, head of global strategic marketing for Nescafé, said: “Nescafé is a brand of people, of millennials with a human-centric purpose: to start real connections and spark human warmth through millions of coffee conversations everywhere, every day.” He added the Tumblr partnership sees the brand bring this purpose to life around the globe.“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. This is yet another exciting milestone in what we call our co-creative REDvolution,” Murphy added.Tumblr’s brand strategist, Armand Khatri said: “Nescafé is a great partner for us. A cup of coffee provides the opportunity for people to connect and share ideas, experiences and passions – this mirrors the essence of what Tumblr does as a platform.”Last year alone the Nescafe portfolio was refreshed with new packaging designs and the brand launched the Wake-Up app, a mobile social alarm clock. It also launched a Nescafé jar complete with a built-in alarm cap and Nescafé Shakissimo, a new concept in on-the-go indulgent coffees.