Magnum to the vitual World

In order to better operate the brand and solve the current drawbacks and hidden dangers that may arise in the future, it is a necessary marketing strategy to analyze the brand's footprint on the Internet. Through Digimind to analyze Magnum and its brand activities on social platforms, we can provide it with a general direction for adjusting brand management, eliminating minefields + enhancing advantages.

Different from most other brands, when using Digimind to study Magnum's Internet footprint, a minefield showed at the very beginning—distracting content caused by fuzzy keywords. The data presented by the keywords "Magnum" and "Magnum Ice Cream" completely point in two different directions.

When only the keyword "Magnum" is used for analysis, it can be seen that except for "Magnum Ice" the presented Key Concepts has almost nothing to do with the brand Magnum.

The reason caused this situation is that there are too many events, names of people and even product names that contain the word "Magnum" on the Internet, which makes it impossible for brands to use condensed keywords for accurate branding, Whether it is the content posted by users on social media, Hashtag or Influencer Marketing, it is difficult to accurately locate the "real" Magnum.

Only when the more complex keyword "Magnum Ice Cream" is used for analysis can it be determined that the analysis is not excessively disturbed.

The following analysis is the result of analysis using "Magnum Ice Cream" as the brand keyword.

The peak of the trend during a year ended in November 2021 pointed that "Magnum Ice Cream" was mentioned 28,639 times in May.

It can be analyzed from the dimensions of Key Concepts, Top Hashtag, and Influencer, during that time, Magnum launched an activity called #dont_fight_the_feeling with the Korean idol group EXO member Zhang YiXing and sponsored the Influencer Kim&Liz ASMR for marketing activities, which caused an extensive discussion on the Internet about the brand and the activity.

The sentiment at this time reached 91% of positive, so Magnum did a great job on these brand activities during this period.

In addition, in Facebook, Pizza Hut also mentioned "Magnum Ice cream" many times during the entire year and scored high (as mentioned in the previous blog analyzing Magnum 30 Minutes delivery, Pizza Hut is a partner of Magnum Delivery in the UK).

Conclusions and recommendations

Magnum should strive for the right to the usage of the "Magnum" product name to the greatest extent (of course the name of person cannot be interfered with), just like Disney strongly protects its copyright. Having activities on the Internet, sponsoring Influencers for marketing, and through the media of partners to spread the name can all achieve good marketing effects, which are helpful to enhance brand awareness and image, so similar business behaviors can be replicated to achieve better improvement.

Sources supported by Digimind.com