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Ferrero has chosen to entrust Bitmama with the creation of content on its social media channels for the Nutella B-Ready product, as part of Nutella’s 2016-2017 strategic communication plan. The objective is to give this product an increasingly distinctive and memorable character.
The content strategy proposed by Bitmama focuses on telling the story of the relationship between B-ready Nutella and the product’s fans (and the attitude they share) with a light and ironic tone, making the most of the language and the potential offered by social media channels. Channels that increasingly reward the brand at the customer engagement level, using these conversations to resume and develop the themes dominating the current television advertising campaign.
The publishing plan will include many dynamic and native formats: memes and GIFs that parodically portray Argentero’s passion – as representative of all product fans – for B-ready, short videos themed on the concept of morning enthusiasm, with a light-hearted tone.
The production strategy has been designed to work in synergy and to enrich the ATL campaign under way, optimising the timelines and resources involved: the opportunity has already been taken, since the shooting of the original TV commercial starring Luca Argentero, to create extra content (backstage), ad hoc videos and memes designed for social media channels.
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Bitmama is one of the most important Digital creative Agencies in Italy. By combining the creative talent of the Armando Testa Group and Reply’s technological excellence, Bitmama addresses the brand market with a multiplatform approach. Bitmama specialises in consulting and conceptual design for Digital Branding.