Category: Best integrated content campaign
Product/Service: ICE CREAM
Agency: MINDSHARE ENTERTAINMENT
Managing Director: Cindy Gustafson (Mindshare)
Digital Managing Director: Ritu Trivedi (Mindshare)
Group Planning Director: Michael Yablonski (Mindshare)
Group Planning Director: Melissa Coffas (Mindshare)
Manager: Gordon Bach (Mindshare)
President Mindshare Entertainment/North America: David Lang (Mindshare Entertainment)
Senior Producer: Greg Manago (Mindshare Entertainment)
Director/Content Strategy/Development: Tiffany Winter (Mindshare Entertainment)
Executive Director: Kimberly Bernhardt (GolinHarris)
Senior Vice President/Group Director: Gene Tiernan (Ryan Partnership)
Media placement: Cinema - Cinema - 22 April 2011
Media placement: Digital - AOL - 22 April 2011
Media placement: Mobile - AOL - 22 April 2011
In the US, Branded Entertainment is an increasingly considered component of an advertisers marketing mix. According to a recent survey by the Custom Content Council, 39% of US companies will spend more on branded content in 2012.
The reasons for using branded entertainment vary from awareness, education and consideration to retention and brand loyalty. In the US, there are no overarching rules or restrictions imposed by the TV Networks when it comes to Branded Entertainment, other than the standard restrictions against nudity and cursing. In some instances, TV networks do restrict advertisers from running commercials and/or branded content featuring talent during the commercial time of a show that the same talent stars in. These restrictions are at the discretion of individual networks.
The opportunities for Branded Entertainment grow by the day, fuelled by the rise of digital and technological innovations and devices in the US and across the world. Branded Entertainment is primarily focused in the digital realm in the US with multi-platform extensions. However, in the past couple of years due to the validated ROI of Branded Entertainment, there is an increase in many types of executions, such as films, documentaries, TV series, events, books and games.
The launch of Magnum ice cream in the US was the biggest brand launch for Unilever in the past years. The pressure was enormous due to the success of the brand outside the US. An additional challenge was confusion with a condom product with the same name.
Unilever identified its target consumer as women 25-34, interested in all things celebrity, fashion and entertainment. In order to reach those women, we needed to speak their language—fashion. Magnum collaborated with fashion icon Karl Lagerfeld and fashionista Rachel Bilson to create 3 short films where Rachel plays the starring role and interacts with the ice cream.
In ‘Photo Mood’, Bilson plays an annoyed famous model who finds the pleasure she’s been seeking in the form of a smooth and delicious Magnum ice cream bar. In ‘Applause’ Bilson dons the ballet slippers of a world-renowned prima ballerina who evades stresses to savour a moment and a Magnum for herself. In ‘Art Class’, Bilson plays an art student distracted and obsessed by her strong desire for a Magnum ice cream bar, and is then inspired to create a beautiful work of art as she satisfies her craving.
We let the news of this collaboration leak out in select media publications. Then the films premiered at a star-studded screening at the 2011 Tribeca Film Festival. They were also syndicated across various high reach sites and ran within cinema to bring credibility to the films and drive awareness. High impact units, custom units and sponsorships ran across Digital and Mobile sites such as YouTube, People, InStyle, Pandora, Page Six, AOL, Harper’s Bazaar, ABC and more. Magnum also leveraged the cultural tent pole event of the Royal Wedding that took place 1 week after our launch to further align Magnum in our target’s world.
Magnum ice cream’s target US consumer is women 25-34, interested in all things celebrity, fashion and entertainment. Our idea was to break all the rules and treat our ice cream launch like a fashion launch. We drew consumers as follows:
1. Karl Lagerfeld directed 3 short films featuring Magnum.
2. Rachel Bilson – a celebrity fashionista - starred in the short films.
3. Launched at the Tribeca Film Festival.
4. Sponsored #royal wedding on Twitter and in PR, a pop culture event that our target cared about.
5. High impact units, custom units and sponsorships ran across digital and mobile.
- Television Spot ranked no.1 most liked new ad.
- ‘Photomood’ ranked no.4 viral video views.
- Magnum became the number one Super Premium Stick brand within 4 weeks of launching.
- Magnum has 4 of the top 6 ice cream innovations, including no.1 and no.2 (according to Nielsen FDMxWM).
- Magnum was outselling all competitors in Super Premium Frozen Novelties in-season by 2x.
- Magnum has grown the Super Premium Sticks category 67% YTD.
- Magnum will most likely end the year as the no.1 Super Premium Stick brand.
- The campaign garnered 2bn PR impressions and counting.
Magnum exceeded all benchmarks that were implemented prior to launch.
- Performance: Achieved 5.0% trial and 32.1% repeat (Goal was 3.5% trial and 30% repeat)
- Performance: Generate Awareness: 35% Aided (Goal 30%) (Source: Millward Brown June 2011)
- Performance: Engagement of Digital Assets: Interaction Rate=7.67%, Video Completion Rate=66.9% (Goal IR: 5.52%, VC – 23.7%)
(Source: DART and Vindico)
The Design & Branding titled MAGNUM ICE CREAM was done by Mindshare New York advertising agency for brand: Magnum in United States. It was released in the Apr 2011.