A Day Without Pleasure Is A Day Lost

Magnum is a premium ice cream brand under Unilever’s Heartbrand. Originally, developed in Belgium and launched in Germany in 1989, Magnum is the first handheld ice cream aimed exclusively at adults. Since then, they are sold over 40 countries worldwide. Magnum’s focus on product innovation has seen the launch of Magnum Classic which uses a special formula to combine ice cream and fine chocolate to withstand temperatures as low as -40 degrees celcius.

Despite being a successful brand, Magnum’s social media platforms, Facebook, Twitter, Instagram are underutilized. Our project seeks to answer how Magnum can improve its social media strategy to increase customer engagement and brand awareness. This would be done through data analysis, both quantitative and qualitative, of Magnum’s social media activities on local pages and international pages as well as in comparison to its competitors like Ben and Jerry’s, Haagen Dazs and Dreyer’s. Additionally, secondary sources such as academic journal articles would provide a greater insight to what strategies would work best for Magnum.

 We aim to propose strategies to create a strong social media presence, improve content curation on the respective social media platforms and increase proactivity and interactivity between brand and customers in the short-run. In the long-run, such strategies would improve two-way communication and create dialogues while increasing brand awareness and thus customer loyalty.

Loic, Isabel, Wai Ting & Wan Rou