Nutella USA - "Nutella & Social Media: A Perfect Pairing"

Publicis Sapient

Publicis Sapient Boston, United States

16631

Brand: Nutella USA
Country: United States

Advertiser: Ferraro USA

Title	Nutella & Social Media: A Perfect Pairing
Agency	Publicis Sapient
Campaign	Nutella & Social Media: A Perfect Pairing
Advertiser	Ferraro USA
Brand	Nutella USA
Date of First Broadcast/Publication	2013 / 11
Business Sector	Jam, Honey, Peanut Butter, Sugar
Story	Nutella: Social Experience Lots of people know Nutella, but not many know it isn’t just for toast. With low repeat purchases and competitors biting into business, Nutella needed help. Research found Nutella had a young, active online audience open to finding and sharing new ways for using the spread. We knew Nutella could connect with them to inspire versatility and trial. There was already a passionate fan base among this audience that LOVE Nutella on the web. Leveraging their enthusiasm, we’d help build a community—sparking new love and usage. We hit social channels: Facebook, Twitter, Pinterest, Instagram and Tumblr, creating 500+ pieces of original content in seven months—inspiring fans with fun, tasty ways to enjoy Nutella and appealing to their real-time interests and lives, while engaging influencers to promote their Nutella stories. Today, through organic and paid media, engagement has more than doubled, and our fans and followers have increased by 518%.
Media Type	Case Study
Length	123 seconds
More Information	http://recognizingcreative.com/Nutella_social
Worldwide Chief Creative Officer	Gaston Legorburu
Executive Creative Director	Christian Waitzinger
Associate Creative Director	Susan Phuvasitkal
Copywriter	Silas Ruppe
VP, Client Services Director	Rob Rawley
Client Services Director	David Serrano
Account Executive	Mary O'Hara
Global Social Lead	Nathaniel Perez
Director Marketing Strategy & Analysis	Stevie Dove
Sr. Associate Marketing Strategy & Analysis	Nicole Keimer