The PR Campaign on Magnum Gold ice-cream

Campaign Title: The Magnum Gold sales raising campaign

Tag Line: “Luxury in your hands”

Organized by: Edwin’s Angels

11.   Information Gathering –

·     X.  Audience’s Demographics, Psychographics:

1.     Gender: Both females and males 

2.     Target Audience: 16 - 30 years old 

3.     Race: All races 

4.      Location: Malaysia 

5.      Habits: To target the younger generation that has sweet tooth

·     X.  Media Consumption Habits:

1.     Social Media Sites

2.     Print Media Billboard Adverts Radio Flyers

·      Thoughts / awareness about the issue:

1.     People would be interested to know more about the campaign.  

2.     People want to know why the campaign is currently happening.

·     X.  What problems are to be solved:

Caramel may not appeal to many people Majority prefer the original Magnum flavours Some may avoid eating Magnum Gold as it too sweet and people are now more health conscious.

2. Planning

•        Magnum Gold has to has to increase it’s sales with less publicity or promotion cost.
•       Achieve a minimum sale of RM 1 million as our long-term goal.
•       The problem is that the Magnum original has a good establishment and it is one of the reasons why the Magnum Gold hasn’t received enough attention.
•        Our short –term goal is to make sure at least 10000 youths from each state has tried the ice cream.  
•        Promotion in universities, colleges and high schools.
•       Unilever can produce the Magnum Gold Mini’s so that the target group has a rough taste of the ice cream.
•           Make a creative advertisement.
•        This advertisement will air on national TV and also on YouTube. The video should at least achieve around 50000 views.

3. Communication

    A.     Key messages

·      Promoting Magnum Gold, which is an ice cream with a luxurious taste and unique taste.

·      Encouraging the audience to think that Magnum Gold has set the bar higher than other ice cream brands.

·      People who get their hands on Magnum Gold will make people think that they are experiencing a state of classiness and luxury.

    B.     Social media platforms

·      Facebook

-       Facebook spreads awareness quickly and news goes viral with just a click.  Using facebook can also promote our product because Magnum has a page of it’s own. Using Facebook can also identify fans of Magnum because people can like or dislike a product

·      Twitter

-       Twitter is a fast way to advertise our product because it is a social media platform that can inform and give out short announcements on our product.

·      Instagram

-       Instagram is now very popular among teens and young adults. Magnum’s instagram profile should run a contest and a giveaway of our new product by just a hash tag. Hash tags bring people together on instagram and we can identify our buyers.

·      Youtube

-  Using youtube can advertise our products by showing our advertisements. Short advertisements before the start of videos can really promote our product even if it’s just for a few minutes.

·      Spotify

-       Young adults and teens love music and a social media platform that they tend to use would be spotify.  Spotify offers short advertisements when you’re about to start off with another song. Magnum can advertise the new product by just using this.

    C.        Grand plan

·      Promotions

-       Magnum Gold offers an added value to the product. For instance, it offers a discount or a free gift.

·      Publicity

-       Giving out pamphlets and brochures when holding our campaign.  During our campaign, we will give out enough information for the buyers.

    One of the reasons why our tactics has worked is because of the amount of publicity that has reached out to the youths. The fact that we are going to promote in universities and schools would attract the target audience directly. Besides, advertising on social media sites will be a huge impact towards our target audience. Another reason why this campaign would have worked out is because of the free Magnum Gold Mini’s that will be given out and people will have a taste of it. Free stuff would always attract people’s attention especially our target market. Lastly, the content of our advertisement would really grab hold the young people’s attention. This is because of the content and the way how the advertisement was shot in a catchy and creative way.