Magnum
Magnum melts benchmarks with a cool launch strategy
Using Premiere Spotlight and optimised creative formats, Magnum’s multi-objective campaign turned delicious levels of brand awareness into measurable engagement.
Goal
Summer is a time for taking risks — maybe even on a new ice cream flavour. When Magnum prepared to launch their new Euphoria Pink Lemonade and Chill Blueberry Cookie flavours, they needed more than just reach – they needed to create memorable moments that would tap into people's summer spirit and drive genuine awareness of their new flavours.
To turn these summer flavours into summer favorites, Magnum turned to Pinterest. With a high and incremental reach amongst their target demographic of 18-54 year olds, it secured the right audience in the right place1. Magnum kickstarted the campaign on Pinterest with a Premiere Spotlight to grab the most attention, and maintained their momentum throughout the season.
Strategy
Magnum designed their campaign to build sustained momentum, starting with impact and then maintaining engagement throughout the season. The launch began with a one-day Pinterest Premiere Spotlight, turning heads with a full takeover of Pinterest's home feed and search results. This initial splash set them up for a strategic 10-week campaign to keep their new flavours front and center.
Working with Pinterest Creative Connect partners, Magnum transformed their brand assets into Pinterest-first content. They put a special focus on video, showing off the new flavours in delicious technicolor.
The optimised creative approach targeted a broad audience of 18-54 year olds using a sophisticated targeting strategy. The awareness layer focused on relevant keywords, interests and personas, while the traffic layer targeted engagement audiences and their look-alikes. To maximise efficiency, the campaign retargeted users who had engaged with the initial Home and Search Spotlight, along with a 10% lookalike audience — people similar to, but not the same as — those engaged users.
"We were really pleased with our brand lift results. The combination of Pinterest premium ad formats and Creative Connect expertise sealed the deal for more investment for us."
Nizar Ben Messaoud
Senior Brand Manager Ice-Cream, Unilever
Results
The campaign's creative-first approach delivered better-than-expected results across both media metrics and Brand Lift study results. The impact was clear: topline Pin awareness jumped by 16 percentage points, showing how the creative strategy drove memorable connections with people on Pinterest2. Performance was particularly strong across key demographics, with campaign awareness rising 12 percentage points among the 18-24 age group and 11.6 percentage points among female audiences2.
The campaign hit all its main KPIs, while achieving maximum efficiency throughout the process. By combining Premiere Spotlight, optimised creative formats and targeted reach, Magnum saw strong awareness metrics while keeping costs well under control – achieving CPCs 60% lower than planned2.
16%
increase in topline Pin awareness2
60%
lower cost-per-click than planned2
12%
lift in campaign awareness among 18-24 year olds2
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