Magnum
My team and I were assigned with creating an integrated marketing communications campaign for an ice cream brand. We chose Magnum, a brand whose targeting towards adults interested us.
Research
Our research focused on three areas: the brand, its current audience, and the ice cream industry. We also conducted an audit of Magnum’s current social channels in comparison to their competitors. We found that Magnum was not nearly as active and engaging with their followers compared to other brands. This allowed us to brainstorm insights to inform our strategy.
Strategy
Our social strategy centered on creating content that would appeal to the luxury and decadence appreciated by our target audience. We wanted Magnum to position itself as an indulgence, something to be savored.
Deliverables and Sponsorship
From Instagram posts and newsletters to sponsoring a spa, our deliverables and sponsorship aimed to inspire feelings of elegance in our target audience.