How helped Unilever create a buzz around their launch of Magnum


This campaign created results above all expectations! The results in sales were amazing and our partnership was seamless.

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


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 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:

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. The campaign also achieved:


Total audience


Total impressions


Average engagement rate


CPM, which is 11% lower than our benchmark

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