From Awareness to Intent: Snapchat UGC Drives Brand Lift for Magnum

Magnum Embraced User-Generated Content

From the Mini to the Double, Magnum has been a byword for indulgent ice cream for almost forty years. In the past, the brand harnessed the power of Hollywood to promote its premium products, collaborating with A-listers on global campaigns. More recently, against the backdrop of an ever-evolving commercial landscape, Magnum identified the power of user-generated content – and turned to Snapchat to capitalise on it.

In a Refreshing Snapchat Campaign

Eager for its latest campaign to engage its audience in a different way, Magnum chose to incorporate grassroots storytelling into its luxe offering. To do this, the brand blended fresh user-generated content alongside its usual assets. 

Merging its typical creative with one dictated by its users, Magnum introduced new depth to its messaging and offered Snapchatters a varied brand experience. From playfully examining decision paralysis to leaning into the childlike joy associated with icecream, the brand elevated its creative for maximum effect.

Furthermore, by leveraging a multi-cell Brand Lift test, Magnum could compare the effectiveness of its traditional campaign (BAU) with an enhanced approach that incorporated UGC content. This simple yet innovative strategy allowed the brand to gauge the true value of user-generated contributions.

To Boost Brand Awareness

A departure from its typical approach, Magnum’s desire to adopt new methods paid off. The campaign exceeded expectations, driving a 6-point increase in Action Intent and a 15-point lift in Ad Awareness. By embracing UGC, Magnum demonstrated the power of blending brand authenticity with audience engagement when creating a truly impactful campaign.