Magnum exceeded all the key KPIs for launch within a matter of weeks. More than 100,000 fans took part in the campaign via Facebook in the first 4 months. Facebook engagement levels were over 24%, against a market average of 10%. Over 1000 consumers Tried-Shot-Shared via Instagram.
The campaign generated earned media value of more than $1.95m. Magnum had achieved its target 6% market share within a week of launch, and has continued to grow its share ever since.
Magnum’s first year sales targets were achieved within the first month of launch, with product having to be rushed through production to keep up with demand.