The campaign
Everything that is good goes with Nutella
Over 300 versions of the same film, generated by Vogon, to insert Nutella into every consumer search context on YouTube—from movies and series to music and sports.
Client
Nutella
Role
Content strategy
Video awareness usually means a single film repeated until exhaustion. We flipped the equation: one concept, 300 executions, each fitted into the exact moment the consumer was right there.
Challenge
Build awareness for Nutella's global positioning—'everything that is good goes with Nutella'—using YouTube as the primary medium, without falling into the classic pre-roll repetition. The challenge was creative scale: how to exist in hundreds of different search contexts without starting from scratch every time.
Approach
- 01
Diagnosis of the most relevant search categories for the brand's audience on YouTube.
- 02
Modular master concept: a base film with interchangeable slots for image, soundtrack, and copy.
- 03
Scriptwriting for 300+ variations with editorial governance to maintain a single tone.
- 04
Contextual media plan synchronized with real-time search signals.
Videos
Everything that is good goes with Nutella · Vogon
0:54
Deliverables
- Master concept and modular film architecture
- Scripts for 300+ variations
- Editorial governance and brand guidelines
- Integration with Vogon for scaled production
Context
Vogon is a data-driven video production platform that allows the generation of hundreds of variations of the same film—switching soundtrack, voiceover, image, or closing cards according to the media context.
We mapped the audience's main search categories on YouTube (cinema, series, music, sports, gastronomy, beauty, gaming) and designed a single master concept capable of absorbing all these variants without losing the brand signature.
The result was a package of over 300 versions, distributed as contextual ads: the film the user saw was always coherent with the video they had just searched for.
Outcome
The brand successfully achieved presence in hundreds of search contexts without losing unity—and the case became an internal reference for scaled video production in the operation.
Credits
- Client
- Nutella / Ferrero
- Production platform
- Youtube - Vogon
- Strategy
- Bruno Rothstein
- Media
- Jaime Lopez
