Magnum / Rachel Bilson
CELEBRITY OBJECTIVES
- Create brand awareness and fame for Magnum to support the US launch of the brand
BURNS’ ROLE
- Used the Burns’ Celebrity Vault to select Rachel Bilson, an internationally known actress that fit the campaign led by Karl Lagerfeld to launch the Magnum brand in the United States.
- Led all negotiations including outreach, pre-negotiations, firm offer letter and final contract.
- Attended commercial shoots on behalf of client to manage potential talent issues (timely arrival, talent conveying message client needed, ensure full and productive service day etc.).
- Acted as liaison between talent’s management and Unilever to ensure Bilson & Lagerfeld delivered on their contractual obligations.
CAMPAIGN OVERVIEW
- Online viral films featuring Rachel Bilson and Karl Lagerfeld to create fame for the brand’s expansion into the United States.
Integrated 360º campaign with executions featuring Rachel Bilson in TV, print, online and PR.
RESULTS
- #1 most liked TV commercial for the month of April (2011) according to Nielsen’s Likeability Index.
- The short films, featured online, received more than 815,000 hits in the first week of release.
- Since the spot has aired, Magnum has a 1.6 share of the total Frozen Novelties Category, with a 3.7 share in June 2011. Surpassing the 1.55 share goal set.
- For comparison, this is double the share of Haagen Daz stick products.
- At launch earned 16% of the Super Premium Stick category, with a long term ambition of 33%.
CHECK OUT THE SPOT
Brands hire Burns Entertainment & Sports Marketing to help deliver their most important messages to their most important audiences, from brand positioning to product launches to global campaigns, to drive affinity, sales, share and profits. Our expertise in the world of celebrity and pop culture — who’s hot, who’s not, and how to leverage talent across the marketing mix — has produced unparalleled brand success for 41 years.
