nutella
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Our recipe for Mix&Match content: Building a global video asset library to boost nutella’s digital game!
Our Services Included:
- Global Social Media Asset Library
- Strategic Development
- Creative Direction
- Asset Production
- Post Production
- Cloud-based Implementation
Discover how The Marmalade developed a scrumptious asset library for one of the world’s most beloved brands –nutella. From crafting the strategy and cooking up creative concepts to polishing the final edits, we whipped up a smorgasbord of delectable content.
The result? A constantly evolving toolbox for nutella marketing teams worldwide. Whether they’re after ready-to-post edits or crafting bespoke content on their own, this library delivers it all, while upping nutella’s global visual excellence on digital channels.
The Challenge
High-Quality Content at Scale
nutella’s global brand team reached out to The Marmalade for help in elevating their digital product experience (DPE).
The task was to grow nutella’s social media presence with high-end content that elevates and unifies the brand’s visual quality standards across its worldwide channels. All assets should be easy to customize and adapt, helping local marketing teams equip their individual media plans.
We were faced with a tough challenge: How to create beautiful content at scale. And of course, how to capture nutella’s indulgent taste on social media, where the attention span is ever getting shorter and the frequency of posts is getting higher.
Strategic Approach
Moving Away from Traditional Storytelling
It became clear that a couple of 10-, 15- or 30-second films would be incapable of meeting the diverse range of market needs (or production costs would skyrocket). Instead, we sought to create a smart, modular collection of assets.
We began to conceptualize relevant assets to build up a visually consistent library. Local teams would then have the freedom to pick the shots they need to create their own, locally relevant content pieces.
» The idea of a mix-and-match content toolbox was born. «
To deliver a fitting content mix, we needed to develop a deep understanding of nutella’s digital audiences and their unique content preferences. By ultimately combining the desires of the audience with the brand’s vision, we established the guidelines for our content strategy:
- Grab attention with larger-than-life nutella scenes that would make taste buds tingle.
- Create relatable moments of pure joy and indulgence.
- Highlight nutella’s product experience, with hero product stagings and unique ASMR sounds.
- All assets need to be visually consistent to enable endless combinations.
Creative Concept
Six + One Content Modules – Our Basic Ingredients For Nutella’s Asset Library
Next, we brought all the ingredients together and cooked up six (plus one) different content modules. These content modules then resulted in over a thousand mix-and-matchable master assets, as well as an array of inspiring ready-to-use content, including recipe films, short social media story edits, and carousel posts.
The Modules
01. Macro Product
A module that showcases nutella’s iconic brand assets, including mesmerizing macro shots of the jar and the spread.
02. Bite & Smile
Featuring our four different DPE talents, this module is bringing relatable moments of indulgence to life.
03. Spreading
This module offers a variety of globally relevant carriers topped with nutella, from bread to pancakes, and even yogurt.
04. Kitchen Action
These assets show our cast at various stages of their recipe and breakfast preparation process.
05. Packshots
For this module, packshots of prepared plates next to a nutella jar were created for each recipe and carrier.
06. ASMR Sounds
We created a set of iconic ASMR sounds to go with our visuals and create an even more immersive experience.
How it Works
plus one module: the 3D fun box
Here comes one more thing – oddly satisfying, fun-to-watch animated loops with real stopping power! In addition to the six live action modules, we created a variety of 3D animated loops.
Loved and posted frequently on nutella’s social media channels, these CG-crafted fun box assets play with the iconicity of the nutella jar, specific elements like the lid and brand colors.
…AND THE TOOLBOX KEPT ON GROWING
Following the first DPE initiative, our flexible toolbox approach was quickly put to the test with DPE 2.0 spicing up nutella’s strategic asset library with the perfect love affair of nutella and bread.
From the start, we designed the toolbox and its content modules to be ever-evolving, creating assets that could easily be expanded upon in the future.
Building on the success of our first production, we focused on strengthening the relationship between bread and nutella, as well as emotional togetherness moments of families and friends enjoying breakfast together.
Nutella + Bread
With 25 carefully selected bread archetypes representing nearly 200 types of bread from every corner of the globe, from traditional sourdough bread to fluffy delicious bao buns, we’ve elevated our asset library to scrumptious new heights.
By implementing the knowledge gained from the first DPE production, our team was able to streamline production time by 50% while doubling the amount of content produced. This means more options for storytelling than ever before!
And there’s more!
Thanks to the addition of new ASMRs, we’ve introduced a new level of sensory delight to our content. It’s as though you can almost taste the bread through your ears.
We brought back the cast and the kitchen set from DPE 1.0. This means our assets all have the same delightful look and feel, making them perfectly mix-and-matchable for endless creativity.
We’ve created several example edits using our toolbox assets, to inspire local marketing teams on the possibilities of creative storytelling mechanics. This video is only one of many.
The Result
AND FINALLY: MIX, MATCH, SHARE, REPEAT… Thanks to an ever-evolving toolbox that works!
Mix-and-match like a boss? You bet! Thanks to the DPE toolbox repository. This cloud-based content library provides nutella’s local marketing teams around the globe with access to a treasure trove of top-quality video, audio, and photo assets. Whether they need some inspiration or have a specific storyline in mind, they can grab and combine the perfect shots to whip up the most relevant content for Instagram, Facebook, and other platforms.
The Marmalade’s expertise in revealing the beauty of products and portraying emotional human interaction has been a game-changer. The DPE initiative unified nutella’s visual language and gave their international digital channels a serious glow-up within mere months. The toolbox assets have been downloaded thousands of times and continue to fuel the local market’s digital communication.
Case Film
The results speak volumes 🥳
Local nutella teams are stoked to report their digital triumphs back to the global marketing team. Just take nutella Hungary: within a year, their overall impressions went up by 13%, and their interaction rate skyrocketed by a jaw-dropping 90%!
Another successful case was reported by nutella France: The team conducted a diverse set of ad tests on Instagram and found that all of them exceeded benchmarks. The ads were not only well-received but also had a positive impact on brand action.
At The Marmalade, we can’t wait to see what nutella’s global asset library cooks up next, and we’re thrilled to partner with them on the next iteration.
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