The collaborative campaign by Liquorice Digital Agency, marcusbrewster and The Hardy Boys (THB) for the launch of Magnum Pink & Black has registered a number of successes for the Unilever brand.
From the press launch in Cape Town for media, celebrities and key opinion formers handled by marcusbrewster and an auction event at Sandton City, staged by THB, the Twitter Auction raked up 3 million impressions. Through this collaborative effort, Magnum’s 11 campaign hashtags trended for 26 hours and #MagnumAuction trended worldwide adding R3 million+ AVE catapulting Magnum to become the biggest FMCG brand on Twitter in the country.
Within three weeks of media launch, marcusbrewster achieved R1,5 million publicity and had set the online-community abuzz. Within four months, the integrated campaign helped Magnum over-deliver on its business objectives by reaching 79% of its annual target and capturing 36% impulse market share (up from less than 10%).
Commenting on the inspiration behind the ice-cream’s Twitter Auction concept, Junaid Raiman, Magnum brand manager said, “Magnum is all about indulgence and what better way to indulge than to combine the ultimate pleasure with two of our consumers’ favourite things – shopping and tweeting.”
It was with this insight that Liquorice created the Twitter Auction which launched Magnum’s new decadent Pink Pomegranate and Black Espresso ice creams.
Up for grabs were lots of coveted luxuries, including a pink Italian scooter, 60” wide screen TV and lots of Apple products. In order to bid, the public had to hash tag the pink or black luxury they desired. Each piece tempted bidders for just 15 minutes before they were taken offline. The individual who tweeted the hash tag the most in those 15 minutes was deemed the winner. “The idea was to turn tweets into currency, and rewarding those consumers who out-tweeted their fellow bidders, with a selection of indulgent spoils” says Raiman. “Magnum fans from all over the country were able to bid no matter where they were.
“The Magnum team really gave us free reign on this to come up with this groundbreaking digitally led Twitter Auction. And not only did we get to create a truly innovative campaign for the brand and trend globally but we also helped the brand smash its campaign targets!” said Miles Murphy, founder and managing member of Liquorice.
In April this year, the Public Relations Institute of South Africa lauded Magnum Pink & Black in four PRISM Award categories – more than any other campaign entry. Magnum was recognized for Social Media for public relations (Best use of social to lead a programme), Event Management (Best use of an event to build/change reputation) and Consumer public relations for the launch of a new service, product or category. In addition, the Magnum programme was one of four finalists awarded in the prestigious Campaign of the Year category.
Comments agency founder and chairman Marcus Brewster: “Magnum’s campaign dominance at the 2014 PRISMs speaks to a seismic shift in where PR is moving and what constitutes best practice. Integrated work where a variety of partner agencies collaborate to deliver on multiple touch points has now become the gold standard. Working collaboratively with creative agency The Hardy Boys and digital agency Liquorice proved that the whole is greater than the sum of its parts”.
Category: Adscene News