Nutter Butter

As Social Media Manager on Nutter Butter, my work includes strategy management and execution, which at times dictates changes to the strategy. When I began my time working on Nutter Butter, it was a low-tier client with no funding for product innovation or stunt work, and it was a known Horny brand that the client wanted to purify. This was an opportunity to test and learn - to dive into the niche micro-trends that exist on strange and quiet corners of the internet. Not only has this paid off immensely, but it also completely shifted our strategy into a world of escapism through absurdity. We have created and fostered a community of internet weirdos that scan content for hidden messages, work together to establish lore, and find purpose in being nutty.

A HUGE area of success on Nutter Butter has been bespoke surprise & delight packages delivered to hand-picked creators and celebrities that represent strategy pillars

Notable accomplishments include: 

• "N is for the way you nut at me" viral Nutter Butter tweet - 28M impressions, 15k+ follower increase
• "aidan" viral Nutter Butter TikTok - 500k+ impressions, 35k+ follower increase
• "aidan" viral Nutter Butter Reel - 4.5m+ impressions, doubled following of 40k at the time (now over 100k, 348%+ since July '22)
• Client reported a considerable uptick in physical sales among Gen Z consumers and attributed it to the work taking place on organic social channels

Press:

• AdWeek: How Nutter Butter Won Over Gen Z With an Absurdist Instagram Strategy
• Vulture: When Brands Got Horny
• AdAge: 8 Social Media Teams to Watch
• Into: Nutter Butter Gets Sent to Horny Jail for X-Rated Tweet
• The Takeout: Nutter Butter is Horny on Twitter, But So Are All These Other Brands
• Complex: People React to Nutter Butter's Dirty Joke in Latest Off-Brand Twitter Moment
• Queerty: Nutter Butter is tweeting about getting nutted on and… Gay rights! We… guess?
• Out: Nutter Butter Wants You To Know They Like Getting 'Nutted On'
• Jezebel: Horny Jail Welcomes the Class of 2023