FIND PLEASURE WITH MAGNUM by Initiative, Porta Santiago for Magnum

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FIND PLEASURE WITH MAGNUM

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Industry Ice cream & Cold desserts
Media Promo & PR
Market Chile
Agency Initiative
Agency Porta Santiago
Released December 2010

Credits & Description

Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: UNILEVER
Product/Service: ICE CREAM
Agency: INITIATIVE
Agency: PORTA 4
Date of First Appearance: Dec 15 2010
Entrant Company: INITIATIVE, Santiago, CHILE
Account Director: Maricela Pastene (Initiative)
Digital Project Manager: Patricio Ugarte (Initiative)
Digital Planner: Carlos Palominos (Initiative)
Digital Director: Claudio Bruna (Initiative)
Brand Manager: Vanessa Montero (Unilever)
Marketing Assistant: Francisco Rencoret (Unilever)
Marketing Director: Diego Saroka (Unilever)
Supervisor: Pia Bravo (Initiative)
Media placement: On Line Web Site - Mapcity.com - 15 December 2010
Media placement: On Line Social Network - Community Managment Fan Page Facebook - 15 December 2010
Media placement: On Line Social Network - Community Managment Twitter - 15 December 2010
Media placement: On Line Search - Google Search & Content - 15 December 2010

Describe the objective of the promotion.
Challenge: Upgrade the traditional trade. Communicate the Bresler POS, and invite to find and try Magnum. Get at least 2,000 friends on Facebook. The Magnum distribution in Chile doesn’t reach all its followers. The target, people between 15/35, love to indulge in chocolate and ice cream, they enjoy moments of consumption, and usually are not satisfied with one Magnum - they always want more. Magnum decides to bring the POS to consumers and reward them with a 2 for 1 offer.

Describe how the promotion developed from concept to implementation.
In alliance with Mapcity.com (a pioneering geolocator web site who had never been used by a brand), a 2 for 1 promotion was generated in Santiago. Moreover, all the exchange centers of the brand could be geolocated in mapcity.com. This action was done within community management and buzz measurement in social networks (Especially Facebook and Twitter), which promoted the exchange, and they also gave assistance to the users. We realised that users spend more time on Facebook, and to facilitate the exchange, a mechanism (print coupons) were implemented in a very simple application specially for Facebook.

Explain why the method of promotion was most relevant to the product or service.
When summer begins, brands start a big battle. Magnum had a pretty tight budget compared to its main competitor. For Magnum, it was key to choose the most efficient and distinctive channels. Magnum then decided to play its best card in social networks, through a solid community managment and buzz measurement strategy on Facebook and Twitter, and a rigorous job search and online content to facilitate the viralisation and talkability in Santiago. Thanks to this, Magnum had great success with users, and extended the promotion to all of Chile, with a significant increase in the exchange rate.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The sales increased, +140% cases sold and +48% sales growth. The media had unequalled participation in relation to other Unilever proposals in Chile. +9% conversion rate. +70% of positive mentions in social networks. Tweets with an estimated impact on 20,956 people. +16.000 active users and +6,000 Facebook followers. Over 13,000 content impressions daily. The users took part actively, generating content and expressing their opinions. Bresler took advantage and extended the promotion to other regions. In less than two months, Magnum got results that other brands got in one year, with a 100% investment on digital.