Case Study: Magnum (Unilever Pakistan) achieves 11-point message lift and 3X return on ad spend with Facebook

Magnum - Customer Case Study

Unilever Pakistan’s Magnum, relaunched with more luxurious Belgian chocolate, faced the challenge of growing Pakistan’s underdeveloped premium ice cream category by upgrading consumers from mass-market brands and making chocolate more aspirational. To reach its target audience of 18–35-year-olds and associate the brand with fashion and lifestyle, Magnum needed a high-impact campaign to drive awareness, consideration and sales.

Magnum staged a “Chocolate Party” and used Facebook across pre-hype, event-day and post-event phases—leveraging 360 photos, optical-illusion and photo ads, video animations, interactive quizzes, celebrity shout-outs, Facebook Live and influencer promotion—to amplify reach and engagement. The campaign produced an 11-point lift in message association, a 10-point lift in brand awareness and a 3× return on ad spend, alongside a substantial increase in sales.

Magnum

Uzma Khan

Head of Media