Four panels: people eat ice cream bars, one in a gold bodysuit, friends on grass "DURING THE DAY", a woman "@ NIGHT"
Submitted by Digital Voices

Magnum True to Pleasure Summer Creator Launches

Influencer Marketing

Digital Voices runs Magnum's summer ice cream launches with global creators on TikTok and Instagram, reporting 207.4M blended impressions across 7 markets.

207.4MBlended Impressions

Case in 60 seconds

Magnum launches a new ice cream each summer across 7 markets, so Digital Voices needed creator content that could carry each launch in several countries while staying true to the brand's "True to Pleasure" ethos.

The partnership turns on music rather than product alone, because Digital Voices says each campaign is soundtracked by artists such as Miley Cyrus, Kylie Minogue and Peggy Gou, which gives creators a cultural cue to build trend-led content around.

Digital Voices treats each summer launch as a recurring creator moment rather than a one-off campaign, pairing global creators with an artist soundtrack so that trend-led content expresses Magnum's "True to Pleasure" ethos.

Digital Voices ran trend-led creator content on TikTok and Instagram across France, Germany, Netherlands, Italy, Spain, the United Kingdom and the United States, handling negotiation, usage rights and repurposing, and paid advertising. The latest season was built around Charli XCX, BRAT summer and bakery raves in Cannes, which set the tone for the creator content.

Digital Voices reports 207,390,974 blended impressions across TikTok and Instagram from 332 pieces of content, counted over 5 seasonal campaigns in 7 markets, while the page publishes no engagement, sales or brand-lift figure.

Strategy Breakdown

The latest season borrowed from Charli XCX, BRAT summer and bakery raves in Cannes, so Magnum entered a summer culture moment through music rather than through product messaging alone.
The page casts Magnum as the host of a summer pleasure moment, with each launch built to champion the "True to Pleasure" ethos rather than to list product features.

Creative & Execution System

Assets & channels

  • TikTok
  • Instagram

Partners

  • Digital Voices

Creator role

  • Miley Cyrus
  • Kylie Minogue
  • Peggy Gou
  • Charli XCX

Results & Evidence

MetricValue
Blended Impressions207.4M blended impressions
Pieces of Content332 pieces of content
Markets7 markets
Seasonal Campaigns5 seasonal campaigns

Why Digital Voices' strategy worked

  1. 1

    A recurring seasonal launch gives a brand a repeatable creator moment rather than a fresh brief each year, because the same partnership returns every summer and the page counts 5 seasonal campaigns.

  2. 2

    Tying creator briefs to an artist soundtrack gives creators a cultural reference to build on rather than a product script, which is how the page describes music inspiring the content.

  3. 3

    Securing usage rights and repurposing alongside paid advertising lets creator content work as paid media rather than organic posts alone, since the page lists both among the services delivered.

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