Nescafe has killed its brand websites and brought all of its online content to Tumblr.
This is a bold move, but has potential to reinvigorate and benefit the brand’s content strategy on a fundamental level.
After all, Tumblr is a much sought after platform, and for good reason.
Things can go badly wrong on Tumblr for brands (as we’ve covered before), but Nescafe have the perfect attitude of co-creation and conversation that gives them a head start over brands who may wish to stomp about and demand attention, rather than earn it.
As Nestle’s international head of integrated marketing, Michael Crisment told the Drum: “It should be much more inclusive and allow conversations…[Tumblr] is fostering that possibility to co-create.”
He’s not wrong.
And there’s hope for Nescafe. Some brands do get Tumblr right.
Late-night diner Denny’s, an American brand, are one of the better known brands to get their tone at the perfect level of weird for Tumblr, one of the youngest and most creative social networks (39% of Tumblr’s user base is under 25).
So Nescafe aren’t the first big brand on Tumblr, but as an international brand they have the serious potential to tip the platform’s gathering collection of brands into an avalanche of brand content.
The hard part will be for brands to keep other users on side. We already know Tumblr users are potentially hostile to brands. A mismanaged influx of brand content could be a disaster. But it could also be brilliant.
What makes Tumblr so good?
Tumblr is fundamentally interactive. Nescafe can maintain its own look and feel, but seamlessly reblog relevant third party content into their page, as well as share user-generate content related to the brand.
Tumblr’s system already has post formats pre-optimised for links, text, photos, videos, ‘chat’ and every other content type you care to name. The flexibility and cost-cutting this allows Nescafe makes it almost as big a selling point as the audience.
It makes less and less sense for brands to be cautious around tumblr. It’s a rich, creative platform with a hold over a tricky demographic. Getting it right can pay dividends. If you do a quick Google for “buzzfeed Tumblr” or check BuzzFeed gif/image sources, you’ll see where BuzzFeed gets a lot of its super-viral content inspiration. It’s good stuff.
While the debate around whether all brands should kill their dotcom and mosey on over to Tumblr is a debate for another day. It’s a bold move taken with the right attitude, so the results should be pretty exciting even if Nescafe is the only brand to take the leap.
(They won’t be.)