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My Nutella

My Nutella

Ferrero

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February is the month of love. To celebrate this, the supermarkets were stocked up with special Nutella jars, with labels signed with popular Dutch names and nicknames, such as ‘schatje’, ‘liefje’ or ‘papa’ and ‘mama’. People wanting a less common (nick)name were able to order their own label via Facebook. Glasnost was asked to provide the campaign with an original twist and create a buzz on social media through the hashtag #mijnnutella.

Objectives

  1. Create awareness for #mijnnutella
  2. Stimulate sale of personalized Nutella jars
  3. Realize broad media exposure
  4. Connect both traditional media and social influencers with #mijnnutella

Strategy

The project consisted of two parts, to create a buzz on Social Media before the Nutella jars hit the stores.

 

  • Influencer breakfast tour: during the last weekend of January, Glasnost and a Nutella team paid a visit to a number of influencers, such as Culy.nl, Thomas van StukTV and Sophie Milzink, to deliver to them a delicious Nutella breakfast in bed. Which, of course, included a personalized Nutella jar.
  • Editorial tour: During the ‘World Nutella Day’, Glasnost visited a number of editorial offices in order to give their lunches a special Nutella touch.

Results

The #mijnnutella had a big impact on Social Media, with a total of 63 posts on Facebook, Twitter and Instagram. The campaign was particularly popular on Instagram, with 45 pictures posted under @thooootje (StukTV) hitting over 17,000 likes. Combined with several online articles and vlogs, the campaign generated a media value of € 192,800.

Result

€ 192.800,-PR value
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