A 'rebirth' of owned media? Nescafé moves to Tumblr

In a first for a leading international brand, Nescafé has moved its entire global and local website collection to the Tumblr platform.

Michael Chrisment, Nescafé’s global head of integrated marketing, said: "What we’re really talking about today is the death of the traditional dot com, and moving into something that is much more integrated."

Nescafé, which is already the top-performing brand on social media for Nestlé, hopes that the move will build stronger relationships with millennials, and encourage a co-creative environment with consumers.

According to Chrisment: "Tumblr offers a unique opportunity to engage with the younger target audience… It’s full of people who create content that engages with the new crowd."

Fans will be able to share coffee-related images, videos and GIFs which will be curated on Nescafé’s Tumblr platform.

Chrisment reckons that a key challenge will be keeping on top of the amount of content they receive: "There’s millions of coffee related conversations in the world, and as the leading brand, we need to continue to lead, shape and to keep on the pace of the demand."