This year, brands pushed the boundaries of social media like never before, evolving strategies to pace with the ever-evolving consumer. But what happens when you create a campaign that’s strategically “out-there”? One that relies on creating lore and a healthy amount of confusion.  Back in September, Nutter Butter's absurdist approach to social captivated consumers and brand marketers alike, generating millions of views and doubling their TikTok followership. Join Mondelez’s Kelly Amatangelo and Dentsu Creative social strategists Tony Wood and Zack Poczekaj as they dive into the story behind the question, “Nutter Butter, Are You Ok?,” showcasing the intentionally nutty strategy behind the viral content and the unique partnership that led them there.