Another takeaway is that more brands and social media clients need to give their social media teams and hired social media personnel enough time to get results!
I see people trying to staff 3 month contract jobs to build out a new social media strategy and it's just no where near enough time. Have also experienced being nixed by clients for "not getting results" just for my posts to start popping off and pulling in mass amounts of followers and views while I'm being off boarded.
I love that you wrote about this. My son told me about their unhinged social last week and I went to check it, only to find out like you that they were on this vibe for a year already which is incredible. To stick with it month after month when it's not performing well initially takes a lot of conviction. And the way I know it's working? My son said yesterday "I kinda want some Nutter Butter cookies now."
I love nutter butter. The main takeaway for me is brands should focus more on creating their brainrot or put a bigger spin on it vs latching onto some other trend that could be brand unsafe. Btw, seems like we are officially in brainrot war edition of brand social.
Loved this! And love the not-so-subtle horror vibes of their socials - tapping into a wider trend of the resurgence of horror films, and even a throwback vibe to The Blair Witch Project in some of their early posts. I still can’t believe that they got this approved, and applaud this level of commitment to “the bit” 👏
Great story. Except for the back end of the headline... "it paid off." Paid. The real question isn't that the social media posts FINALLY went viral. Advertising is only as good as the payoff for the bottom line. So... where's the data on the increase (or not) of Nutter Butter sales? How has it paid off at the grocery store?
This is a great example of how brands are recognizing and acting on our desperate need for more play in a culture of hyperoptimization and burnout. Any other examples of playful brand comms that come to mind?
Aidan
AHHHHHHH
“The fatal issue is that logic always gets you to exactly the same place as your competitors.”
I love this notion to staying uncomfortable! Love, love, love this edition 🥳
Another takeaway is that more brands and social media clients need to give their social media teams and hired social media personnel enough time to get results!
I see people trying to staff 3 month contract jobs to build out a new social media strategy and it's just no where near enough time. Have also experienced being nixed by clients for "not getting results" just for my posts to start popping off and pulling in mass amounts of followers and views while I'm being off boarded.
Patience is really a problem in this industry.
100 percent agree
I love that you wrote about this. My son told me about their unhinged social last week and I went to check it, only to find out like you that they were on this vibe for a year already which is incredible. To stick with it month after month when it's not performing well initially takes a lot of conviction. And the way I know it's working? My son said yesterday "I kinda want some Nutter Butter cookies now."
I love this so much. Maybe I should go get some Nutter Butters today...
I love nutter butter. The main takeaway for me is brands should focus more on creating their brainrot or put a bigger spin on it vs latching onto some other trend that could be brand unsafe. Btw, seems like we are officially in brainrot war edition of brand social.
What a great story. I love reading about inventive campaigns and this would certainly qualify. Thanks Rachel.
Loved this! And love the not-so-subtle horror vibes of their socials - tapping into a wider trend of the resurgence of horror films, and even a throwback vibe to The Blair Witch Project in some of their early posts. I still can’t believe that they got this approved, and applaud this level of commitment to “the bit” 👏
Yes! My secret hope is that they'll hire a horror story writer to help build more meaning and clues into their content.
Love that idea so much!
My coworker told me about this last week. Glad to have this post to provide full context. Quite the story! Thanks for sharing.
Thank you for helping me get re-inspired. I need a little more wackiness in my life and what better way than dedicating my life to Nutter Butter.
I'm so happy this was covered!
Thanks for reading!!
Yes. But.
Great story. Except for the back end of the headline... "it paid off." Paid. The real question isn't that the social media posts FINALLY went viral. Advertising is only as good as the payoff for the bottom line. So... where's the data on the increase (or not) of Nutter Butter sales? How has it paid off at the grocery store?
This is a great example of how brands are recognizing and acting on our desperate need for more play in a culture of hyperoptimization and burnout. Any other examples of playful brand comms that come to mind?
The Honey Pot Co. comes to mind!