Nutella

For Nutella Biscuits' U.S. launch, I built a multi-platform campaign around the idea that sharing snacks and sharing activities are the same emotional impulse — and gave it a home in Betches' world by creating the brand's first-ever IRL Book Club, a custom podcast mini-series, and an always-on social and newsletter ecosystem that made the product feel like it belonged at every gathering.

The event sold out in record time; the podcast drove genuine audience off-platform to listen along; and a Shareablee brand study validated what the numbers already showed: this campaign moved people.

Stats:

  • 31.1M Impressions (123.6% to goal)

  • 10-pt lift in purchase intent

  • 8-pt increase in brand favorability

  • 4.7K+ engagements on top carousel (benchmark: 906)

  • Newsletter CTR of 2.79% (benchmark: 0.25%)

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