Services Technology, Data, Content, Brand Experience

Miley in Layers

In 2021, Magnum teamed up with Miley Cyrus to kick off their biggest summer campaign yet and launch their newest ice cream. The Magnum Double Gold Caramel Billionaire is all about enjoying the many layers of pleasure, and to celebrate that, we developed a global campaign that allowed consumers to discover their own layers, together with Miley.

Brand Experience Content Data Technology
Brand Experience Content Data Technology

The three-phase campaign centred around an exclusive concert Miley performed for Magnum, recorded in 8D audio for the ultimate pleasure experience.

We developed creative assets to be posted organically across Miley’s social accounts, as well as paid on Magnum accounts. They launched a LipSync challenge that made the most of Google’s AI technology, and created display and YouTube assets, as well as multiple Instagram Lenses. The team also designed a complex multi-phase web experience to act as the heart of the campaign, with sign-ups, merch sales and even a live stream of Miley’s performance.

And the result? Miley in Layers was the highest reaching Magnum brand campaign to date, with hundreds of millions of impressions across the globe.