Nutella has been present in Indonesia for some time now. There is some awareness of Nutella, but a lack of connection with the brand positioning.

The objective is to raise Nutella’s brand awareness in Indonesia, with the brand shift of it being an indulgence spread to an everyday breakfast spread of choice. Our target audience is middle to upper-class young Indonesian mothers with kids aged 8-14 years old.

Nutella Mummypedia is a 4 episodes web-series that touch upon topics that mothers are all too familiar with – Ways to get your kids out of bed, Fight to win over fussy eaters, Tricks to be the coolest mum and Quick steps to stop a tantrum. This web-series aims to inspire Indonesian mothers to be better role models through small bursts of relevant, stackable, light-hearted contents.

To further amplify the reach of the campaign, we collaborated with local famous influencers Zaskia Adya Mecca and Mona Ratuliu to try out some of our suggested methods and invite all Indonesian mothers to watch the web-series and try it for themselves.

As a follow-up to watching the web-series, we created a contest and asked Indonesia for their Mummypedia tips on our campaign site.

This digital-led campaign roll-out includes seeding YouTube Bumpers Ad and Social Media Contents, both driving traffic to the campaign site.