HOW DO YOU MOTIVATE A COMMUNITY TO TAKE ACTION?

By mixing a heartfelt call-to-action with powerful content, relatable videos and a strong online story. And that’s exactly what we did for Cera last fall during the Nutcracker campaign.

Did you know … we received a Silver IAB Mixx Award in the category “Digital for good” for this case? 🏆

Collecting, cracking and connecting, that’s what the Nutcracker campaign by Cera is all about

In autumn, the warmest and largest cooperative in the country, Cera, calls on its community to bring in walnuts. These are cracked open in care workshops by people with physical, mental or social disabilities: the “Nutcrackers.” The walnuts are then used to make delicious oil, which is sold in the workshops.

The campaign not only generates extra income for the workshops but, more importantly, creates meaningful work, connection and a sense of community. Neighbours meet each other at collection points, discover the workshops and can become involved as volunteers, customers or through lasting social connections.

Bringing the warmth online

Our role? To bring this beautiful message to life online. Through our digital and community-focused strategy, including social media marketing, online advertising, content creation, and video marketing, we helped turn the campaign into an engaging online experience. With relatable videos, inspiring visuals, behind-the-scenes stories and practical formats, we translated the warmth of the initiative into a tangible digital experience.

From nut to oil

We didn’t just want to show what people could do, but also why it mattered. That’s why we brought every part of the walnut’s journey and its impact on the Nutcrackers to life through content that felt personal, authentic and inviting.

🎥 ‘Follow the nut’

A series of six videos, each focusing on a different step of the process: from collecting walnuts to preparing a dish with the oil. Each video starts with the same recognizable image of someone holding a walnut in front of their eye and looking into the lens, and with a warm voice-over as the common thread.

💬 ‘GET THE CRACK’

Carousel posts with practical tips and answers to frequently asked questions, making it easy for everyone to join in.

📸 LOOKING INSIDE

Authentic behind–the-scenes content of care workshops and collection points.

🎁 Experiencing warm moments

Warm offline activations announced online, where neighbours received a small surprise when dropping off their walnuts.

🍴 rECIPES AND INSPIRATION

Visuals showing how walnut oil can be used in cooking, bringing the campaign’s impact right to the kitchen table.

Bringing people together was at the heart of everything, and co-creation was crucial. The Nutcrackers themselves were the stars of the content, showing their work, telling their stories and inviting the community to become a Nutcracker too. Ambassador Linde Merckpoel amplified the campaign’s reach, adding visibility and warmth.

This campaign was never just about oil. It’s about pride, recognition and human connection.

AND THE RESULTS?

DIGITAL IMPACT

2.8 million paid impressions through targeted Facebook and Instagram ads

279,000 organic impressions from content that was spontaneously shared and engaged with

75 posts in total, generating nearly 3,000 interactions (likes, comments and shares)

High engagement rates thanks to authentic stories and familiar faces — the Nutcrackers themselve

SOCIAL impact

10,000 kg of walnuts were collected

More than 1,000 Nutcrackers received meaningful work in social workplaces

3,500 ‘Boxes of Flavor‘ with walnut oil were sold

5,000 people attended the ‘Nutcracker party‘

So … how did we get the Cera community to start collecting walnuts?

We show what happens to the collected walnuts and how they bring meaning to different people. By making every step of the process visible, we create a sense of recognition and pride, both among the people in the workshops and among all supporters. In this way, engagement grows and we literally move the entire community: from viewer to Nutcracker.