In the Philippines, the ice cream category is crowded and the treat is often regarded as an indulgence. Knowing its target audience of millenials uses mobile frequently, Magnolia launched its first-ever Facebook campaign to promote its new flavour: Avocado Macchiato. To optimise for awareness, the ice cream brand used Facebook’s reach and frequency buying.
We extended the efficiency of Magnolia's TV ad content, optimising it for mobile by shortening the video, front-loading it with branding and messaging, and including captions for a sound-off environment.
The original ad shows the popular “Alden and Maine” celebrity love team sharing a moment and enjoying their Avocado Macchiato ice cream. We experimented with reversing the story arc, starting its mobile ads with the last frame from the story to capture attention and then cutting quickly to product highlights of rich, creamy flavours.
The result:
Art Director: Melvin Poon
Copywriter: Tan Keat Houng
Video Editor: Mkay Yap