NESCAFÉ has become the first brand in Pakistan to move to Tumblr, a platform which it hopes will build stronger relationships with younger consumers.
Tumblr hosts more than 250 million blogs and 110 billion individual posts and is a cross between a micro-blogging site and social network.
NESCAFÉ is Nestlé’s top-performing brand on social media, with more than 1.3M fans in Pakistan on Facebook and 11.5K followers on Twitter. The brand started the global shift to Tumblr in September last year. Samra Maqbool, Head of Communication and Marketing Services, said, “The relationship between brands and consumers needs to be more inclusive and allow conversations. While formal, direct marketing remains relevant, we cannot overlook the endorsements that come from our regular users.” “Moving to Tumblr makes sense because it will help us widen our reach among millennials and provide young NESCAFÉ lovers the chance to engage with the brand. Tumblr’s also mobile-friendly so we are hoping to win with the consumers,” said Nadia Omer, Business Manager Coffee and CPW.
Globally the brand has seen a rise in consumer engagement and sales after the move to Tumblr and remains positive about the impact of ecommerce on the brand. Since the website is mobile enabled, consumers will be able to purchase NESCAFÉ coffee and coffee machines by sending a text. “That will ensure that the consumer’s experience is uninterrupted. How great is that?” said Nadia Omer.
“Nestlé’s aims to be the number one Nutrition, Health and Wellness Company to leverage digital, moving to Tumblr has been a bold move for us. With the competitive landscape we understand the need to constantly innovative and experiment all the while, keeping our consumers at the heart of it all. Tumblr is an attempt for us to create deeper relationships with our consumers, it shall allow our fans to share images, videos, GIFs and other coffee-related content- all in one place- whenever they like” said Kamil Khan, Manager Digital and Social Media.