Magnum Utopia

The Objective

Introducing a new Magnum format to a broad Polish audience

Magnum launched Utopia, a new range of ice cream flavors, Double Hazelnut and Double Cherry, in Poland. The brand’s goal was to build strong awareness for the new products while creating excitement and desire around a fresh consumption experience.

TikTok played a central role in the launch strategy, with a clear focus on upper-funnel impact. The campaign aimed to reach a large share of the target audience, drive high engagement with the new flavors, and ultimately increase purchase intent among Polish consumers.

The Solution

Premium reach powered by TikTok-first creative and creators

To maximize impact, Magnum deployed a multi-format TikTok strategy built around premium placements and native creative execution.

The campaign launched with TopView and Top Feed placements to secure high-impact visibility and immediate attention. Standard In-Feed Ads supported consistent presence throughout the user journey. A key innovation was the use of the Super Like interactive add-on within TopView, where tapping the heart triggered animated visuals and Magnum branding, making the experience more memorable.

To deepen engagement, the brand also ran a Video Views campaign optimized for 6-second views, featuring influencer-created content only. This helped the campaign feel native and authentic while extending reach and watch time. Interest-based targeting ensured the content reached the most relevant audiences.

All creatives followed TikTok best practices: short, dynamic formats with branding from the first second, voiceovers, custom sounds, and selected ASMR-style executions. This approach allowed Magnum to combine scale with strong creative impact.

The Results

Strong brand lift and purchase intent at scale

The Magnum Utopia launch delivered outstanding results across the full upper funnel, clearly outperforming industry benchmarks.

The campaign achieved a +12.0pp lift in Ad Recall, double the TikTok benchmark, driven by strong branding in the opening seconds of each creative. Awareness increased by +8.9pp, nearly three times higher than benchmark levels, confirming broad and effective reach. The campaign also delivered a +3.0pp lift in Brand Association, strengthening Magnum’s connection with the new Utopia range.

Most importantly, the campaign delivered a +5.6pp lift in Purchase Intent, more than five times higher than typical benchmarks, showing that TikTok not only built awareness but also influenced consideration and buying intent. Overall, the campaign reached over 85% of the defined target audience.

This case proves that TikTok is a powerful platform for new product launches. A combination of premium formats, interactive features, and TikTok-native creative can successfully move users from awareness to intent at scale.