Magnum Pioneers TikTok Pulse in the Nordics
Magnum paired Pulse and TopView to drive high-impact awareness for its new flavors, blending context, creativity, and scale.
The Objective
Magnum set out to make a splash with the launch of its new ice cream flavors, aiming to drive strong brand awareness and recall at scale. As the first Nordic partner to participate in the Alpha test and activate TikTok Pulse in Sweden, Unilever sought to combine contextual relevance with maximum reach - pairing Pulse’s top-tier content adjacency with the high-impact TopView format.
The goal? Reach the right audience at the right moment, and leave a lasting impression.
The Solution
Magnum launched a four-week campaign that paired Pulse and TopView to deliver both contextual association and mass visibility. The campaign followed TikTok’s best-practice media playbook for awareness:
TopView for immediate, high-impact reach
Pulse for alignment with the top 4% of trending content
Creative mix of branded assets and creator-led content for native storytelling
Six unique creatives delivered over the campaign to maintain variety and performance
Targeting reached over 50% of TV audiences and 75% of Pulse viewers, with an average frequency of 4.3 impressions per user. Pulse delivered 1.5 exposures per week on average; driving both memorability and scale.
The Results
The campaign didn’t just perform - it outperformed expectations and industry norms:
Brand Lift Study (BLS)
+22.4pp Ad Recall
+19.3pp Awareness
159% higher ad recall lift than TikTok CPG industry benchmarks in the region
367% higher awareness lift than TikTok CPG industry benchmarks in the region
On top of the outstanding BLS results, metrics like video-completion-rate and engagement outperformed benchmarks for standard In-Feed campaigns (+256% VCR, +95% Engagement for Pulse), demonstrating the impact of bundling premium products on the platform.
Together, TopView and Pulse created a powerful awareness engine - combining visibility, relevance, and creativity to launch Magnum’s new flavors into cultural consciousness.
Why It Worked
✅ Combined the power of contextual adjacency (Pulse) with mass impact (TopView)
✅ Used diverse creatives across branded and creator formats
✅ Delivered above-benchmark results across all key metrics
✅ Took a test-and-learn leadership role in the Nordics by pioneering Pulse
Magnum’s campaign is a standout example of how pairing TikTok’s premium solutions can unlock full-funnel brand impact - even at the very top.