4 Spookily Good Social Media Campaigns This Halloween
Every year, brands spice up their social media content to commemorate Halloween — the spookiest time of the year! This year we trick-or-treated for some of the most successful social media campaigns to highlight holiday best practices any brand can follow. Learn who did it best and get best practices for your next campaign.
Anyone who has ever created a holiday campaign for social media knows that finding inspiration is an essential component. Before you can put your pen to paper — or hands to the keyboard — you need to jolt your creative thinking to curate content that plays well on social media. Using Inspiration in Socialbakers Suite we were able to discover the best-performing content across industries, within a few clicks.
Here are four top Halloween content picks:
Walt Disney World: Taking Audiences Behind-the-Scenes
This year, Walt Disney World took a creative approach to Halloween on Facebook. In fact, their best-performing Halloween post received nearly 240,000 Total Interactions, outperforming all other posts for the entire year. The post was 100 percent organic, which illustrates how strongly the content resonated with their audience. Just imagine what would have happened if it was promoted!
Disney's post was successful because they creatively took their audience behind-the-scenes, using a well-crafted time lapse video. Their audience was able to see the fairytale land transform into a festive Halloween amusement park, right before their eyes. Of course, Disney always goes the extra mile to wow their guests with holiday decorations. However, this video allowed their viewers to see all of the hard work that goes into decorating one of the largest theme parks in the entire world.
Remember, you don't have to be an amusement park to give your audience a sneak peak. Time-lapse videos are a great way to take your audience through a time-consuming process in seconds, which make the final result even more enjoyable.
Hershey's: Sinking Their Teeth Into DIY Videos
We can't talk about stellar social media campaigns without mentioning a fast-moving consumer goods (FMCG) brand — Halloween is their time to shine! Out of the numerous FMCG brands we reviewed, Hershey's' Halloween post came out on top with nearly 10,000 Total Interactions on Facebook.
Hershey's smartly tapped into the popular DIY trend and created a short clip that demonstrated how their audience could turn their chocolate into a cute party favor. This is a perfect way to create marketing content that doesn't feel like marketing. Hershey's provides their social media audience with content that has value. As a result, their audience may just drop by the candy aisle for small Hershey's bars to do crafts with their children or prepare for an upcoming party that will complete with batty treats.
Urban Decay: Calling All Ghouls and Gals
A popular trend among beauty brands has been to create Halloween makeup tutorials, which is a great way to highlight the seasonal relevancy of cosmetics while giving audiences content that is useful to them. Urban Decay, went on a similar (but different) path which earned them a spot as one of the most engaging beauty brands during this year's Halloween season.
Urban Decay created a contest that was promoted across social media channels. In their campaign posts, they urged their audience to share their own Halloween looks with them in order to receive a cash prize or Urban Decay products.
By including their Facebook audience in the Halloween fun they were able to spark nearly 17,000 total Interactions and more than 1,000 Shares! This goes to show that audience participation can be a crucial element to a campaign, which can lead to even more exposure as your Fans share your contest across their own channels.
Tapatio: Sugar, Spice and Everything Social
Chances are when you are thinking about Halloween brands, the Californian hot sauce Tapatio doesn't come straight to mind. This year Tapatio turned up the heat for Halloween and found creative ways to get their brand in on the conversation.
Tapatio had no shortage of spicy Halloween posts. One of their best-performing seasonal posts was pretty simple. The hot sauce brand creatively transformed their logo to fit a Mexican-styled Halloween themed logo — and their Fans loved it!
What's most more impressive? Their Facebook Fans were so taken by the logo they began to request T-shirts with the design. Tapatio listened to their audience's' wants and created a limited edition Day of the Dead shirt which could be purchased online.
Like any holiday season, Halloween gives marketers tons of creative freedom which can help draw attention to their brand during the busy season. While some brands can draw a strong link between their product and Halloween, other brands don't have it so easy. Before you jump into building a Halloween post or campaign — or really any holiday-specific campaign, since these best practices can easily be translated across the calendar months — be sure to assess if this is appropriate for your brand and weigh out if the resources invested will be worth it.