Nutella jar labeled "smile" below two spread-topped mini pancakes with blueberry eyes and coconut brows, on teal wood
Submitted by TRIBEAgency IPI Score 32/100

Nutella Smile Jars Creator Campaign

Influencer Marketing

TRIBE ran an influencer marketing campaign for Nutella Smile Jars in which 37 creator posts celebrated the new jars, and the agency reports 16.1K likes and comments.

16.1KLikes & Comments
0.59%Engagement Rate
$0.52Average CPE
2.7MCombined Followers

Case in 60 seconds

Nutella was launching its new Smile Jars and wanted them seen as a source of morning positivity, while also needing to drive gifting to friends and family and hype around the Nutella Rise & Smile competition.

The brief turns on a morning ritual rather than on the product, because asking what makes someone smile in the morning gives each creator a personal story to attach the jar to and a reason to pass it on.

The organizing idea was that Nutella Smile Jars add a smile to the day, so creators were asked to spread that positive energy by encouraging gifting and building hype for the Nutella Rise & Smile competition.

TRIBE briefed creators to submit posts celebrating the new Smile Jars, and the page records 37 creator posts from the campaign. The brief asked creators to show how the jars add a smile to the day, to encourage gifting to friends and family and to build hype for the Nutella Rise & Smile competition.

TRIBE reports 16,095 likes and comments across 37 creator posts from a combined following of 2,738,126, with a 0.59% engagement rate and an average cost per engagement of $0.52.

Strategy Breakdown

Followers of the creators who posted, with the brief aiming to move them to gift a jar to friends and family and to take part in the Nutella Rise & Smile competition.
Nutella positions the Smile Jars as something that adds a smile to the day and as a gift for friends and family, so the brand acts as a carrier of positive energy rather than as a product shown on its own.
Gifting a jar to friends and family turns a personal moment of enjoyment into a shared one, which the brief uses to carry the campaign beyond each creator's own post.

Creative & Execution System

Partners

  • TRIBE

Participation mechanic

  • The brief asked creators to encourage followers to gift a Nutella Smile Jar to friends and family and to build hype around the Nutella Rise & Smile competition, whose entry terms the page does not describe.

Results & Evidence

MetricValue
Likes & Comments16.1K likes & comments
Creator Posts37 creator posts
Engagement Rate0.59% engagement
Average CPE$0.52 average CPE
Combined Followers2.7M combined followers

Why TRIBE's strategy worked

  1. 1

    Pairing a launch brief with two concrete asks, gifting a jar and joining a competition, gives creators a call to action beyond product display, so each post carries a reason for followers to act rather than only to react.

  2. 2

    A brief built on a personal question such as what makes someone smile in the morning lets creators answer in their own voice rather than repeat brand copy, which keeps the product inside a familiar daily routine.

  3. 3

    The 0.59% engagement figure matches 16,095 likes and comments divided by 2,738,126 combined followers, which means the rate measures response against potential reach rather than against impressions or views.

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