The Business Challenge
To celebrate two great new ice cream flavours from the Magnum range, Unilever wanted to run a six month campaign between April and October that would really capture the attention of audiences across Europe. The campaign seeks to highlight how Magnum‘s new variants offer different experiences to suit the different sides of consumers’ personalities, from ‘Playful Pink’ to ‘Sophisticated Black’.
Magnum Italy wanted to engage their audience in their integrated campaign, by allowing fans to co-create the story of the competition between the Pink and Black Magnum ice-creams.
The StoryStream API enabled Unilever to unlock the power of user-generated content for this social FMCG brand campaign, providing a window into the real-time customer experience of the product.
Close collaboration with TMW Unlimited, part of the Creston Unlimited group, seamlessly integrated the best social and brand content into the microsite.
Unilever also made fantastic use of the content tools in the StoryStream system, enabling the brand to feature and seed sponsored messages and calls-to-action with click-throughs alongside the social content. Third party, Skyscanner airline, are also running a competition through the Pink and Black Live Hub where visitors can click through to a dedicated page on their site for the chance to win a city break dependant on whether they choose pink or black.
The campaign has been running for five weeks to date. During this time 10,000 UGC items have been pulled in the Pink and Black story, 70% of which are images from Facebook, Instagram and other social channels, highlighting that Magnum are engaging consumers by utilising the content that they themselves have generated.
Marlen Lutter, Project Manager, TMW Unlimited, comments: “We are delighted with the results we have seen from the Pink and Black campaign so far. Consumers are really engaging and becoming part of Magnum’s brand story by co-creating it themselves. In order to launch this campaign the StoryStream Team worked alongside our own technical team to very tight deadlines and the API integration was seamless. All our expectations have been met, and exceeded.”