Magnum NYC
Unilever
Agency: Carrot-VICE
CD(CW): Megan Cross
Sr. CW: Lauren Fodero
Jr.AD/CW: Chandler Broadrick, Jen Hubbard
Engagement Manager: Sierra Paller
Inter-Agency Partners: GolinHarris/Mindshare
Role: Concept, Creative/Visual Lead
JTBD: "Make Magnum Famous." xo Unilever BM
Having built up our US social presence and organic following during 2015, Unilever challenged us to get more people engaged in conversations about Magnum.
THE VISION: For the summer of 2016, we would invited dessert lovers to 134 Prince St for the most instagrammable way to Cheat on Your Chocolate
OUR PLAN OF ACTION: First, we created communications to tease the store opening using internal and external social learnings. Within the store, we developed multiple photo-op spots to inspire people to share their Magnum creations once the store opened and spread the word on #MagnumNYC. While the store was open to the public, we promoted two groupings of content with locally-targeted and nationally-distributed paid media throughout the summer to keep Magnum top-of-mind. This promoted content was a mix of original creative and the works of Magnum art created by our visitors, who ranged from local passersby, tourists and more influential people.
THE RESULT? Within the 5 months from tease to launch to close, we saw a 99.5% increase in our Instagram following, 99,215 total engagements, 2.7MM+ total impressions, a 4+star rating on Yelp, a 4.5 rating on TripAdvisor, and a 15% increase in year-over-year sales.
To announce the arrival of New York's very own pleasure store, we started with a cheeky teaser campaign.
We carried that theme through provocative window wrappings and wild postings around SoHo.
But our JTBD didn't end there. We were tasked with making sure the conversation around #MagnumNYC continued when doors opened.
To generate some national FOMO, we had some of our extra influential fans share their love of Magnum on the internet.
Unilever got so excited about #MagnumNYC, they let us test out a Snapchat filter for our weekend friends to share with their Internet friends.
And to top things off, we thought of a way people could get some toppings of their own.
THE RESULTS: Within the 5 months from tease to launch to close, we saw a 99.5% increase in our Instagram following, 99,215 total engagements, 2.7MM+ total impressions, a 4+star rating on Yelp, a 4.5 rating on TripAdvisor, and a 15% increase in year-over-year sales. Success!
“Ice cream bars are great and all, but even better than a chill, normal ice cream bar, is one you can CUSTOM MAKE YOURSELF — which is now a dream that can become a reality at Magnum’s new Soho pop-up store in New York City.”