Nescafé has announced it will be moving all of its global and local websites onto the Tumblr platform, beginning with the UK and Mexico's sites in the coming weeks.
Michael Chrisment, Nescafé's head of global integrated marketing, told Brand Republic: "We’re actually moving everything to Tumblr but consumer data.
"Tumblr is unique. It's an agile, responsive, connected platform, the fastest growing social platform and a fantastic way to connect with younger people."
While the move has been characterized as the death of the dot com, some visitors may not notice the change when visiting the sites, Tumblr brand strategist Armand Khatri explained at a Social Media Week London panel.
The Nescafé site will host landing pages for offline promotions and feature "buy" buttons, reviews and ratings.
Nescafe will gain the ability to promote owned media across the Tumblr social platform, and drive conversation with a young community passionate about coffee. Khatri pointed out that coffee is in the top five conversational topics in Tumblr's food category.
Nescafé will also benefit from the mobile friendly Tumblr design. Add to this the SEO benefits of Tumblr users being able to easily reblog owned Nescafé content – creating DoFollow links on the open web – and Nescafé could see a significant uplift in organic search.
The news comes as Facebook launches an update to its brand page offerings.
Khatri said the advantage with Tumblr is that brands own their own code, domain and followers. It does not have an algorithm that decides what brand content followers view.
Nescafé will not be retreating from other social platforms. Chrisment explained Nescafé social posts will be aggregated on the Tumblr site, and Pete Blackshaw, global head of digital & social media at Nestle, said Nescafé has "many high value followers on Facebook" and may decide to take advantage of Facebook as a re-emergent content hub.