Relying on Insights, Not Predictions in the “Pursuit of Pleasure”

Consider two potential audiences. Both were born in England in 1948, were well-off, married twice, and had children. The brand makes its media plan based on data that points to the exact same person and encounters the bitter truth; One of the target audience is Ozzy Osbourne and the other is King Charles of England.

The lesson that the brand team should learn after missing half of its target audience with its campaign based on predictions; Even though the data shows us the same values in quantitative terms, the human values, insights, tension points and therefore expectations from brands behind these figures can be completely different.

Magnum, which has more than four million user data through its promotional campaigns for years, set out to understand that the concept of "pleasure", which is its brand promise, could mean very different things to the individuals in this same data pool. It examined the data obtained from CODA, Google's Audience Profiling tool, according to the interests of the masses.

CODA gives marketers the power to assign data specific to online elements, enabling more personalized and effective communication with the target audience.

31 personalized movies from the same campaign idea

Magnum, çıkardığı nokta atış içgörüleri kullanarak Director Mix yardımıyla aynı kampanya fikrinden türeyen 31 adet kişiselleştirilmiş filmle kampanyasını hayata gecirdi.

Thus, even though they were in the same data pool in quantitative terms, it showed different copies to the bookworms who were after the pleasure between the pages, different copies to the ambitious investors who were after the pleasure of the rise in the stock market, and different copies to those who were after the pleasure of the event they had been waiting for for months.

In line with our brand slogan 'If you seek pleasure', we try to encourage people to pursue true pleasure. "While doing this, we aim to be with our consumers in their moments of pleasure by appealing to their different interests," says Unilever Ice Cream TR Digital Marketing & Commerce Hub Manager Eren Baydemir and details the importance of the business on the brand side for us;
“Hedef kitlemizi çok detaylı tanımıyorduk ve dolayısıyla en ilgili mesajlarla karşılarına çıkamıyorduk. Tüketicisini yakından tanıyan, onunla aynı dili konuşan bir marka olma yolunda önemli bir adım atmak istedik.

We wanted to be a brand that speaks the same language as its consumers.

We didn't have the technology to create an end-to-end data-driven digital marketing strategy fueled by first-party data from more than four million Magnum consumers. "We could not closely understand the digital behavior of our consumers, segment them into micro-level segments, and prepare advertising videos containing relevant products and messages for each segment."

Getting to know the consumer based on their digital footprints

Wanting to use both the data they have and their visual richness in the most efficient way, the Magnum team set two big goals for itself; To get to know them better by feeding on the digital footprints of more than four million Magnum consumers, which they have obtained from promotional campaigns over the years, and to embrace every moment of pleasure by offering relevant products and messages to each micro segment by analyzing the insights fed from the data.

I asked Ece Özcan, Head of Digital at PHD Turkey, the brand's digital agency, to share with us those critical steps taken during the campaign process; “We can say that we are planning a consumer journey fueled by end-to-end data. We uploaded our first-party data to CODA, Google's Audience Profiling tool. In line with the analysis we received, we got to know the footprints of Magnum consumers in the Google world more closely and created 31 different target audience segments.

Using Director Mix, Google's artificial intelligence algorithm that produces segment-specific content, we appeared with different visuals, messages and products for 31 different segments we determined with CODA.

We directed our audiences to websites suitable for their content with our segment-specific messages. "For those who want to buy products, we have directed them to the website where they can purchase Magnum from any e-commerce channel of their choice with a single click, or to our raffle page for those who want to participate in the car raffle."

Making the brand a part of your life, not just your shopping cart

Magnum is not satisfied with the quantitative power of the data, but has transformed the qualitative contexts between the numbers into insights that have meaning about the consumer's life and spark human benefit; He managed to make the brand a part of life, not just the shopping cart.

As a result of the campaign, video completion rates increased by 38% compared to last year, while costs decreased by 24%. Magnum brand searches increased by 180% in various regions of Turkey, and Google searches of those who saw the campaign increased 2 times compared to those who did not see the campaign. During the campaign, 3 million users participated in the draw in just 3 months.

Magnum launched an end-to-end consumer-focused digital marketing campaign with the combined use of real consumer insight, targeting, creative automation and measurement technologies.