The Nestle-owned brand is hoping the move to Tumblr will engage it with a younger demographic and open it up to more user-generated content in a way that the traditional website doesn’t allow for. The refreshed strategy will see Nescafé move away from traditional social media brand pages and what it has described as their ‘rented relationships’ with consumers. Instead it wants to focus “on creating real life conversations with people.”
“The dotcom is reflection of us talking to people; this approach is dead. It should be much more inclusive and allow conversations,” he said. “[Tumblr] is fostering that possibility to co-create.”
We just sent you an email. Please click the link in the email to confirm your subscription!
OKSubscriptions powered by Strikingly