A moment that travelled.
A YouTube-first amplification strategy that took a creator collaboration into culture at scale.
CLASH Magazine is a UK media brand covering music, fashion and youth culture. Magnum, the global premium ice cream brand, partnered with creator Nella Rose for a standout cultural moment.
Over-delivered on reach and visibility
Strong traction on Connected TV and mobile
Impression volume well beyond a typical creator partnership
The brief
When Magnum partnered with Nella Rose and CLASH Magazine, the brief was simple: create a moment that lived beyond a single piece of content. The brand wanted reach, cultural relevance, and a way of showing up in front of a young, diverse audience that already saw Nella as a trusted voice.
NovaStory partnered with CLASH to deliver a YouTube-first amplification strategy, ensuring the campaign didn’t just land; it travelled.
The plan
The objective was clear: make Magnum part of the cultural conversation by aligning the brand with one of the UK’s most influential creators. Our role was to take the creative energy of the collaboration and give it meaningful visibility through paid media.
We handled the full paid amplification across targeting, optimisation and performance reporting. By blending CLASH’s editorial influence with NovaStory’s media expertise, the campaign delivered above expected reach while staying authentic to Nella’s personality and Magnum’s premium, indulgent brand world.
The result
The collaboration became a standout moment in Magnum’s creator activity for the year. The campaign over-delivered on reach and visibility, gaining strong traction on Connected TV and mobile, and generated a volume of impressions that positioned the content far beyond a typical creator partnership.
Magnum achieved what they set out to do: show up in culture at scale, aligned with a creator who embodies their audience. CLASH brought the editorial authority. Nella Rose brought the personality. NovaStory ensured the moment reached its full potential.
Want to be next?
Tell us where you want to grow. We'll come back with a plan, and the numbers behind it.
Start your chapter →