Everything good goes with Nutella
One master concept, three hundred contextual variants — Nutella inserted into each YouTube search moment through Vogon, years before the industry called this AI.
Context
Video awareness at the time meant one film repeated until the audience tuned it out. The Nutella brief wanted awareness of a global positioning — everything good goes with Nutella — with YouTube as the leading channel. Repeating a pre-roll was not an option.
Vogon is a data-driven video production platform that lets you generate hundreds of variations of the same film — swapping soundtrack, voice-over, footage or closing card according to the media context. Long before generative AI became a category, it was doing scaled, context-matched output.
We mapped the main YouTube search categories for the brand's audience — cinema, series, music, sport, food, beauty, gaming — and designed a single mother-concept modular enough to absorb every variant without losing the brand's signature.
Challenge
Build awareness of a global brand line at YouTube's scale without falling into the classic pre-roll loop. The real problem was creative scale: how to exist in hundreds of different search contexts without producing hundreds of separate scripts, and without letting the tone drift across variants.
Role
I led content strategy for the campaign at Content House. My job was writing the mother-concept as a modular film, defining the editorial governance that kept three hundred variants inside the same brand voice, and pairing the creative architecture to Jaime Lopez's contextual media plan.
Approach
Diagnose the moments, not the audiences
Mapped the search categories that mattered to the brand on YouTube and read each one as a distinct cultural context, not a demographic slice.
Write the film as a system
A base film with interchangeable slots for footage, soundtrack and copy — designed from day one to be composed by machine, not cut down from a hero edit.
Govern the voice, not the volume
Editorial rules and brand guardrails that let three hundred plus variants ship without a single one drifting off tone.
Sync creative to the real-time signal
The version a viewer saw was always coherent with the video they had just searched for — the media buy and the creative brief were built as one document, not two.
Execution
- 01Mother-concept and modular film architecture
- 02Scripts for 300+ contextual variants
- 03Editorial governance and brand guidelines
- 04Integration with Vogon for scaled production
Outcome
The brand was present in hundreds of search contexts without losing unity, and the case became an internal reference for scaled video production inside the operation — a working precedent for the AI-enabled research, ideation and execution layer I run today.
Credits
- ClientNutella / Ferrero
- AgencyContent House
- Production platformYouTube · Vogon
- StrategyBruno Rothstein
- MediaJaime Lopez
