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Golin

Core disciplines: Digital, Integrated marketing, Public relations (PR)

 

MAGNUM X MOSCHINO

We have worked with Magnum for 10 years to establish their credentials in the world of fashion with high-profile collaborations at the Cannes Film Festival. This year, Magnum tasked us to bring this attitude to life with a collaboration. ‘Daring to go Double’ is all about embracing a more empowered personality; saying no to that voice inside your head that says you can’t and just going for it in life.

We collaborated with bold and daring designer Jeremy Scott, creative director of Moschino, and international supermodel and actress Cara Delevigne on a 360 campaign which empowered our audience to adopt this attitude. We created and storyboarded a campaign film, developed an exclusive Moschino bag collection, delivered packaging design, delivered a major Cannes unveil and local market appearances complete with plenty of assets our 'Pleasure Seeking' audience just HAD to share.

Within just 48 hours of launching, and with no paid media spend, the content had amassed 106.7 million global social media impressions, more than 3 million views and 200,000 likes. At the same time, the launch drove headlines and front pages all over the world; landing in 15 markets. The campaign drove a significant uplift in brand awareness across all key markets studied. Average market uplift was 11%, peaking at a +25% uplift in the  US. This was Magnum's most successful campaign yet and it was the most talked about non-partner brand at the Cannes film festival.

 

 

Neil Gledhill, Senior Global Brand Director for Magnum said: “Having established a long term strategy to build Magnum’s credentials in the world of fashion, Golin’s Release the Beast campaign with Moschino and Cara Delevingne is a true signifier the approach is working. The campaign ... paved the way for even more collaborations for 2018 and beyond.

 

 

106.7 million global social media impressions,

 

3 million views and 200,000 likes

 

 

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