Unilever x inzpire me
How Unilever created a buzz around their launch of Magnum
Henriette Skådinn
Account Director, Mindshare
This campaign created results above all expectations! The results in sales were amazing and our partnership was seamless.
The challenge
Magnum has delighted people around the world with their ice creams since 1989. And when they finally arrived in Norway, Unilever and their agency Mindshare wanted to make a big splash! To do that, they worked with inzpire me to launch a campaign that created a buzz around Magnum ice cream, specifically their Milk Chocolate & Cookies flavor! They wanted influencers to share how they indulged in Magnum ice cream — without fear of judgment. Unilever’s goals were to:
- Build awareness around Magnum's launch in Norway
- Create high-quality content for them to reuse on social media
- Encourage an audience to try Magnum ice cream
The approach
Our customer success team partnered with 39 Lifestyle and Fashion influencers to promote Magnum on Instagram. To capture Magnum’s message of “indulging in what you truly love,” it was important the influencers chosen for the campaign weren’t just taking product shots of Magnum ice cream, but also creating a story around it. In order to achieve this, the influencers were asked to get creative, and introduce some unexpected playfulness in their content. This allowed them to capture Magnum ice cream in relevant, everyday moments. The influencers also encouraged foot traffic to Narvesen or 7-Eleven to buy the ice cream.
The results
And the campaign delivered! The influencers created 256 posts and stories capturing fun, everyday moments that showed the many ways you could enjoy Magnum ice cream. See what the campaign achieved::
Words from the client
"Engaging our target audience with content on social media is getting more difficult, and the engagement rate in our campaign proved we managed to engage our audience with relevant content from relevant influencers."
Magnum teamed up with 39 creators who published a total of 256 posts and stories on Instagram
Words from the client
"Engaging our target audience with content on social media is getting more difficult, and the engagement rate in our campaign proved we managed to engage our audience with relevant content from relevant influencers."
Henriette Skådinn
Account Director, Mindshare
169,000
Total audience reached
532,000
Total impressions
9.5%
Average engagement rate
220 NOK
CPM, 11% lower than our benchmark
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