Skip to content
Cases / Magnum
UGC
Team Euphoria or Team Chill? Aicha Tytgat and Camille Leclercq put that question to Belgian TikTok users in six short ads for Magnum’s two new flavours, one bite at a time.
Results
2x
Click-through rate against the TikTok benchmark
6
TikTok ads
Creators
2 creators
The campaign manager
A new ice cream flavour is hard to judge from the packaging: people want to know how it tastes and how it makes them feel. In 2024 Magnum launched two at once in Belgium, the lemon and raspberry Euphoria and the vegan Chill with blueberry and brownie pieces. Magnum wanted TikTok ads in Dutch and in French that put the mood of each flavour first, a burst of happiness for one and pure relaxation for the other.
As a TikTok Creative Exchange partner, we built the brief around one idea: each flavour changes your mood, Euphoria into pure happiness and Chill into total relaxation. Every creator pitched three video ideas, and together with Magnum we picked Aicha Tytgat and Camille Leclercq. Most videos slow down for the moment the chocolate cracks and the pink raspberry or purple blueberry core shows through.
Aicha Tytgat made a Euphoria break out of house cleaning and a Chill moment out of a calm evening with candles, then asked viewers which team they are on. Camille Leclercq picked up both flavours at the supermarket and filmed a split screen: Chill while reading under a sunset lamp on one side, Euphoria after a workout on the other. Her shopping video was kept deliberately less polished than the rest, so Magnum could test a natural style next to a more ad-like one. Two moods, one freezer.
@aichatytgatA cleaning break with Euphoria
@aichatytgatA Chill evening at home
@aichatytgatWhich team are you? In French
@camille.leclercqShopping for both flavours
@camille.leclercqChill and Euphoria, side by side
For brands
For creators
The Ultimate Influencer Marketing Playbook is here!
9 years of influencer marketing experience, distilled into one 65-page playbook, from strategy to reporting.
