Miley in Layers Q&A

UNCOVER MILEY'S DIFFERENT LAYERS “The greatest super-power we have is our individuality. As I’ve evolved as an artist, I’ve been able to explore the different layers of who I am and what brings me pleasure.” - Miley Cyrus.

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Behind the scenes of the Miley in Layers partnership for Magnum ice cream, discover her Layers, what makes her tick, and why she decided to partner with Magnum for this campaign. 

MullenLowe Profero oversaw the digital innovation for Miley in Layers enabling all audiences to engage with Miley’s performance like never before. Audience participation will be available across a myriad of channels, including both Instagram and Snapchat lenses, alongside a lip-sync challenge produced in partnership with Google and Bit.Studio. This innovative piece of machine learning allows users to lip sync to Miley’s exclusive track, and receive results based on their performance. Individuals can then post a shareable gif to their social media channels.

MullenLowe Profero also designed the campaign website, a series of tailored CRM emails to engage the audience pre- and post-performance alongside a toolkit of digital assets.

Magnum’s collaboration with Miley continues the brand’s long heritage of partnering and championing inspiring creative disruptors that break down barriers across music, art and culture in the pursuit of being true to themselves, encouraging others to do the same.

MullenLowe Group UK

We work with some of the world's most innovative marketers; clients who think like challengers. And so do we. Our integrated approach involves a communion of our best talent with wit and charisma from every discipline. From brand planning to creative campaign development, customer experience to sustainability and purpose communications, media planning and buying to agile production. This approach ensures we deliver ideas that maximise the opportunity for the brand as a whole, never just one channel. We are part of a global network of distinctive agencies, rich in local culture with both intimacy and scale, providing a full service offering with a depth of resources across the globe in 90+ offices and in 65+ markets.