9th Annual Shorty Awards Categories

All finalists have been announced, stay tuned for more updates about the 9th Annual Shorty Awards on April 23, 2017

Brands & Organizations

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media channels, campaigns, websites and applications.

Back to School Campaign

Finalist in Instagram Video

Entered in Online Community

Objective

While Nutella has over 90% awareness, household penetration is much lower. Consumer research shows that beyond spreading Nutella on a piece of toast, people are unaware how else to eat Nutella, limiting how frequently they use the product and ultimately purchase it. As a result, we were tasked with showcasing ways the brand's target market – moms – can make Nutella part of their morning routine for their children for the new school year before heading out the door for school.

Strategy

To go beyond generic food content and to add creativity that would capture both moms and children, we created a series of breakfast characters, each with their own unique, positive story to make breakfast time more fun, especially at the start of the new school year when kids are unexcited by having to go back. Each character was made out of breakfast foods and featured Nutella, but were simple in execution with consideration that time before school is limited in the mornings so parents could make the characters at home. Two videos per character were created – one with the story and another of the build, specifically how to make the breakfast character including tips of how to make it easier if mom wants to simplify in the morning.

Additionally, we engaged influencers – mom bloggers – who created their own breakfast characters and shared to their pages for added reach and engagement. Content was repurposed for the Nutella channels as well.

Results

Overall the campaign resulted in 4M engagements and nearly 50M impressions and was shared over the months of August and September on Pinterest, Instagram, and Facebook.

Media

Video for Back to School Campaign

Produced by

SapientRazorfish, Nutella

Links

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, Tumblr, YouTube, Snapchat, Instagram, Vine and the rest of the social web.

The 9th Annual Shorty Awards will be held April 23, 2017 in NYC and streamed to the public.