In order to engage with the massive audience, Nescafe Pakistan has taken a step forward by moving to Tumblr – a platform which it hopes will build stronger relationships with younger consumers.
Tumblr hosts more than 250 million blogs and 110 billion individual posts and is a cross between a micro-blogging site and social network.
NESCAFÉ is Nestlé’s top-performing brand on social media, with more than 1.3M fans in Pakistan on Facebook and 11.5 followers on Twitter. The brand started the global shift to Tumblr in September last year.
SamraMaqbool, Head of Communication and Marketing Services, said, “The relationship between brands and consumers needs to be more inclusive and allow conversations. While formal, direct marketing remains relevant, we cannot overlook the endorsements that come from our regular users.”
“Moving to Tumblr makes sense because it will help us widen our reach among millennials and provide young NESCAFÉlovers the chance to engage with the brand. Tumblr’s also mobile-friendly so we are hoping to win with the consumers,” said Nadia Omer, Business Manager Coffee and CPW.