Nescafe is to launch its first global marketing campaign with the help of Tumblr after ditching its dotcom websites and moving its portfolio of websites on to the platform.
The Nestle-owned brand made the move last year in the hope that it would engage with a younger demographic and foster a two-way relationship. Fans of the coffee were able to populate the site with their own content as well as share the plethora of images Nescafe was posting.
Speaking to The Drum, Nestle’s head of global integrated marketing Michael Chrisment claimed it to be an early success, seeing a 30 per cent increase in average traffic per month, with time spent also up 20 per cent over the 45 Tumblr sites currently live globally (a further 20 will go live by the end of the year).
Furthermore, Chrisment said that an additional $200,000 in sales has come as a directly result of the sites thanks to the ‘buy now’ button that’s links through to third-party retailers.
But beyond that, the decentralised model has been effective in getting its marketing teams across some 70 different markets to collaborate on content creation and how to best leverage what is being created by consumers.
“We’ve spent six months rolling out on Tumblr and now that we have a common base platform we can share more and scale the impact of leveraging user generated content,” said Chrisment.
As a result, it’s now planning to make Tumblr a core part of its first global marketing campaign.
“We’re looking to combine efforts towards big events and there will be one towards the end of the year when we’re going to launch [our first] global activation,” he continued.
Although remaining vague on the details, Chrisment said it would be tapping into Tumblr’s Creators Programme, which launched last year as an in-house agency promising to connect brands with the social network's artists. It will also work with social influencers and “power users” to generate content beyond what its agency has produced.
With this campaign, and indeed Nescafe’s overall global marketing spend, more dollars are going towards digital and conversion as a result of what it’s seen from moving to Tumblr.
Now, a quarter of its global media spend will go towards digital while a further 25 per cent will be earmarked for ‘conversion’ activity as it looks to build on the promising e-commerce results.
“We have this idea of being the ‘category captain’. In China a third of coffee is bought online and there is a boom in counties India and Africa,” Chrisment said. “We can see that e-commerce will help us gain market share [in those territories].”