Nutter Butter had actually considered de-prioritizing Instagram in favor of Twitter and TikTok before the success of its Aidan activity. Now the brand is rethinking its strategy—and trying to make it weirder.
“Everything on Instagram has been put through the lens of ‘will the Aidans like this?’” Benson said.
Mondelēz International senior manager of digital and social media Kelly Amatangelo has encouraged Dentsu’s Nutter Butter team to include genuine moments in their posts. Benson tweeted about when his dog tried to eat a Nutter Butter he was using as a prop and pointed out in the Fashion Week post that one of the dolls was missing a hand because his pet ate it.
“We’ll be discussing and chatting about something and genuinely have a lot of laughter in the moment. And then we’re able to take that laughter immediately and put it on a platform without second-guessing or reviewing copy or mulling it over for a couple of hours,” Amatangelo said. “It is very instantaneous to how we’re feeling, but also what’s happening on the platform right now and matching that same kind of tempo and vibe is so important. I think that’s why it’s been so impactful.”
