Swiss food and beverage giant Nestlé is converting its Nescafé.com into a Tumblr blog. The reasons behind this rather unorthodox move seem to be trifold. First, according to Nescafé’s marketing chief Michael Chrisment, moving all its web assets to the Tumblr platform is aimed at “building stronger relationships with younger consumers.” Second, it allows Nestlé to tap into the social sharing effect and user-generated content that Tumblr has to offer. Lastly, by switching to Tumblr’s platform, Nestlé eliminated the hefty cost of creating and maintaining the back-end of their sites.
What Brands Should Do
Of course, not all brands need to be as radical as Nestlé and start converting websites to social platforms. Nevertheless, the lesson here is that, as consumers continue to move towards mobile and social platforms and away from desktop websites, making content easily accessible and shareable is becoming increasingly important to the success of branded content. Therefore, it is time for brands, especially those seeking the attention of younger generations, to reevaluate their digital presence and reconsider their content strategies.
Source: The Verge
Read original story on: AdWeek
Nestlé has snatched the honor of becoming the first brand to run a paid campaign on live-streaming app Periscope. Working with social influencer platform Izea, Nestlé hired a few Periscope personalities to broadcast classic summertime scenes featuring the Drumstick ice cream cone to their followers, in addition to opening an official account to provide similar content streams.
Ever since Twitter launched Periscope in late March to compete with this year’s SXSW breakout Meerkat, the two apps have been locked in a heated competition that brought much attention to live streaming on mobile. As a result, brands have been quick to follow the audience as well, as we see publishers, cable TV, and even auto brands started to experiment with this emerging media platform, all in attempts to connect with today’s fractured audience. Now that Nestlé has tested water with branded streams, we expect to see more brands to try it out. Twitter also offers their 6 general tips for brands getting on Periscope, although it mostly involves buying promoted tweets.
Today in strange partnerships: Google has partnered, in a no-cash-changing-hands deal, with Nestle, worldwide purveyors of the Kit Kat candy bar brand to name its new version of Android “KitKat.” This is the first branded version of the consistently decadently-named mobile OS. With the 50 million Android-branded Kit Kat bars being distributed by Nestle worldwide, Google will gain greater exposure in convenience stores and other impulse-buy displays, while the Kit Kat brand gains greater recognition elsewhere. The mutually beneficial deal is said to have been agreed upon between the two companies within an hour in November. This could signal a shift to even greater integration and innovation of brand ties for Google, making them a thought leader and trendsetter in this fairly new and under-tapped arena.