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 | |
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 |