When M&M and Nido teamed up back in 2013 magic was bound to happen. Until 2016, M&M was in charge of all social media management, strategy, creative, app development and content creation. until they moved operations in house. As part of the back then avant-garde approach M&M created the online hit “Parenting in 60 Seconds” which featured a positive parenting expert Noha El Gamal tackling issues based on consumer insights of the Facebook page with 1.3M views. Soon Season 2 would follow and to be equally successful with a total of 12,5M reach and 6.7M views. These one minute long episodes were subject of success stories presented by Nestle at Social Media Day, The Creative Summit to name a few. The content always evolved around parenting, child nutrition and upbringing