Magnum: Miley in Layers


As Magnum’s global creative and digital partner agency, MullenLowe Group has led an inter-agency team of specialists in supporting Magnum’s new product launches globally since 2008. We have leveraged digital and social to drive engagement from Magnum’s young adult audience across the key markets; including Australia, UK, France, Italy, Germany, Spain, Portugal, Netherlands, US, and Turkey.​

To ensure that Magnum continually connects with younger audiences, we look far beyond the traditional content and media mix and have evolved their content and channel strategy to build better connect with a younger, more digitally active audience. This group consumes an enormous amount of content each day, so our challenge was to grab their attention amongst a sea of other brands that were trying to do the same. By doing so we also building their 1st Party Data audience, fit for a cookieless and HFSS world.  


Our single-minded objective in 2021 was to drive engagement among the Gen Z audience on a global scale for the launch of the Magnum Double Gold Caramel Billionaire. We were tasked with maximizing campaign engagement: creating the deepest possible brand experience for a Gen Z audience across a number of social media platforms.  ​


The new product was 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. 


Leveraging our new Global campaign featuring Miley Cyrus, we saw the opportunity to engage customers using the LipSync trend. As well as social, email and website content, we created an interactive game where users were able to sing along to three songs, in three genres, performing to an online audience of millions.​

To accurately assess our audience’s LipSync talents, we used artificial intelligence (Google TensorFlow) and a face mesh library to deliver a first in virtual LipSync technology. Individual consumers were then followed-up with personalised comms on their performance, the campaign and the new Magnum Billionaire.​

​We also earned extra love with UGC by the Gen Z audience we wanted to target. This was posted across social channels. 

104 countries
Uses lived in 104 countries
4 million
Live Stream views


Miley in Layers

MullenLowe Profero, with LOLA MullenLowe Madrid, GOLIN, and ITB Worldwide, have created an unparalleled experience for the world’s authority on pleasure, Magnum. Miley Cyrus’ immersive 8D concert continues the brand’s heritage of championing creatives to break down barriers.

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MullenLowe Group UK

020 3128 8000 [email protected]