Case Study: Magnolia Ice Cream (San Miguel Purefoods) achieves 16-point ad recall lift and 60% target reach with Facebook

Magnolia Ice Cream San Miguel Purefoods - Customer Case Study

Magnolia, a 90‑plus‑year Philippine dairy leader and the fastest‑growing ice cream brand, wanted to expand its appeal to millennials and increase ad recall and sales for its new Avocado Macchiato flavor. To reach mobile‑first young consumers, the brand debuted the product on Facebook with a campaign focused on awareness and engagement.

Magnolia used reach-and-frequency buying and mobile‑optimized creative—shortened videos with front‑loaded branding and captions, reversed story arcs, fast cuts, cinemagraphs, carousels and photo ads for low bandwidth—targeting custom audiences in the Mobile News Feed. The month‑long (Nov–Dec 2016) campaign drove a 16‑point lift in ad recall (2x the category norm), reached 60% of 25–45‑year‑olds, and achieved a $0.04 cost per reach.

Magnolia Ice Cream San Miguel Purefoods

Elmer Villasanta

Group Product Manager