Just like Taco Bell deleted all of its social media content a while back to create anticipation and engagement to its app, Nescafé decided to move its online presence to Tumblr. Will it work out?
Also Read: Don’t Sweat The Budget: Create Content Just Like Big Brands Do
We all know by now that Tumblr is a champion among younger demographics. The social network currently hosts more than 214 million blogs and 110 billion posts. Moreover, its merger with Yahoo! has given the platform a variety of advertising tools that look very attractive to marketers.
This is why the move seemed like a no-brainer. The brand has given us some brilliant campaigns so far, targeted to younger audience, so it thought that the time has come to make its whole online presence more millennial-friendly. With instant coffee experiencing a decline in consumption, it’s crucial for Nescafé to reach the right audience where they actually reside.
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According to Marketing Week, the new Tumblr site will let users share coffee-related content, from images to text and GIFs. Following the latest content strategy trends, Nescafé will also offers visitors curated content that will inspire them to try new coffee recipes and creations.
Another key feature of Nescafé’s move will be to generate leads and sales directly through Tumblr via desktop or mobile.
All in all, this seems like a smart move for the brand. The launch of the new website will be completed in the next couple of weeks. Let’s see how this turns out.
Image courtesy of Nescafe.
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