The objective of this campaign was to launch the most indulgent product of the brand: Magnum Double Gold Caramel Billionaire. This ice cream has many layers of pleasure, that’s why we wanted to work with an artist who has explore multiple layers of art and could introduce this ice cream in Magnum’s most global campaign. For this, we collaborated with Miley Cyrus to present “Miley in Layers”.

After a year of lockdown and social distancing, 2021 was going to be the second year without massive live concerts. That’s why Magnum decided to offer its consumers (AKA the pleasure seekers) a unique musical experience they could enjoy safely from home. For the launch of the brand’s most indulgent product, Magnum Double Gold Caramel Billionaire, Magnum partnered with Miley Cyrus, an artist that has explored multiple layers of art, music and herself. Together, we presented “Miley in Layers” –the first virtual concert using 8D technology to create a “layered” effect on the sound. The show featured three exclusive covers that represented the multiple styles she had explored –Hate me (Folk), Gimme what I want (Pop) and Miley’s Touch (Rock). This partnership let us reach our desired target (Gen Z) with a valuable content that clearly showcased our new product and its concept, “Pleasure has more than one layer”.

After a year of lockdown and social distancing, 2021 was going to be the second year without massive concerts. So to launch its most indulgent product, Magnum Double Gold Caramel Billionaire, Magnum wanted to create a digital experience that could help people (particularly Gen Z) connect with the pleasure of live music safely from home. Since this ice cream has many layers, we aimed to collaborate with an artist who had explored multiple layers of art and could introduce this ice cream to all Magnum’s markets. That’s why we partnered with Miley Cyrus, an artist globally recognised by Gen Z and that has explored unapologetically each face of her life and her career. Together, we developed the first virtual concert using 8D technology, making it feel like she was in the same place. This 100% digital experience was available for seven days on Magnum’s YouTube channel and Miley’s Instagram.

Launching the brand’s most indulgent product, Magnum Double Gold Caramel Billionaire, Magnum presented “Miley in Layers”. In collaboration with Miley Cyrus, we developed the first virtual concert using 8D technology to create a “layered” effect on the sound. The show featured three exclusive covers that represented her multiple styles –Hate me (Folk), Gimme what I want (Pop) and Miley’s Touch (Rock). This 100% digital experience was available for seven days on Magnum’s YouTube channel and Miley’s Instagram. An exclusive set of headphones was designed to make the experience more immersive. In partnership with Google AI, we launched #ShowYourLayers – a filter to make a lip sync interpretation of the show. The campaign was run from 1st June till 1st September 2021 in Spain, UK, France, Germany, Netherlands, Portugal, Greece, Nordic Countries, United States, Australia, and New Zealand with its own amplifications. The event was watched in more than 60 countries.

Miley in Layers had 4.9 million views in more than 60 countries, becoming Magnum’s most global campaign. #MileyInLayers was trending topic on Twitter US three hours after the launch of the campaign. On the live show, it was trending topic globally and in US, Brazil, Mexico, Italy, Spain, Portugal, and more. Impacting organically on 74.5 million users only on Twitter. The smilers – Miley’s fans – filled social media with UGC, 28% mentioning the product. The amplification with Google AI, #ShowYourLayers, had over 10 million impressions. The exclusive interview we made with Vogue was published in over 15 markets and was quoted by media all around the world. This campaign delivered +414% more earned engagement than the 2020 launch campaign with Halsey. Compared to 2020, the brand’s social engagement increased by +179% and we achieved a 113% increase on earned and social coverage among Gen Z targeted contents.