We worked with 34 diverse creators who were asked to “#ShowYourLayers” of personality to their audience, inspired by Miley and the multiple layers to the ice cream. The brief was to create entertaining and inspiring content that encapsulated Miley’s signature rockstar energy, with the help of a Magnum ice cream microphone. The creators were empowered to interpret the challenge in their own style in order to create a memorable, multi-faceted campaign across Instagram and TikTok.