Can Nestle Coffee be more attractive to young people by abandoning the official website and switching to Tumblr?
A choice, but also an experiment.
"Let's forget the official website and enter the Tumblr era."
Recently, Nestle Coffee announced that it will give up its official website and join social platform Tumblr. "in fact, we brought everything but consumer information to Tumblr." Said Michael Chrisment, global marketing director for Nestle Coffee.
The plan will first be implemented in the UK and Mexico. Nestl é's channel on Tumblr is not much different from the traditional official website (you can see it), but the advantage is that you can take advantage of Tumblr's platform.
Nestle Coffee's explanation for why it switched to Tumblr is that there are more young users and more direct interaction.
According to a survey made by eMarket, in January 2015, the largest number of Tumblr users in the United States were between the ages of 25 and 34, with about 53 million, followed by 45 million of people aged 18 to 24. And these are the young people who have certain spending power that Nestle Coffee wants.
Of course, for the Nestle brand, using Nestle Coffee, a brand aimed at young people, is also a test. If the official website is really abandoned and only rely on social networks, to what extent it can play the same role of mobilizing users.
The picture is from grapplergourmet.
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