3 halloween advertising campaigns that will surprise you!

When it comes to brands, staying up-to-date and being part of the conversation is essential. It allows us to connect with our audience, promote our products and/or services, and increase not only sales but also engagement with our target audience. Special dates are key for this and offer a great opportunity to get creative! In this article, we’ll share 3 successful Halloween campaigns that completely broke through the screen. Plus, we’ll give you some tips on how to make the most of special occasions.

LUSH COSMETICS

Lush Cosmetics, a vegetarian and vegan brand known for hair, skin, and body care products, has always been a trendsetter with its messages, products, and advertising campaigns.

Every Halloween, Lush launches a limited-edition product line inspired by the spooky season. For instance, their eye-shaped bath bombs, as shown below, are a popular hit. The entire product line is based on the scary and eerie themes characteristic of Halloween.

The highlight of their campaign is the digital push with the hashtag #LushHalloween, encouraging customers to share their experiences with the Halloween line. Lush took to social media, sharing behind-the-scenes content, sneak peeks of new products, and creative ideas for using their items.

The result? Active user participation! Customers eagerly posted about their purchases, turning into a vibrant community of Lush fans. This not only boosted organic engagement but also made customers feel like integral parts of the campaign, enhancing the brand's image significantly.

Looking to build a strong online community? Check out Lush Cosmetics' profile, and remember: offering a 360° experience will engage your audience and make them a part of your campaign.

Burger King

This campaign is unforgettable.

In 2018, Burger King launched “Scary Clown Night,” adding fuel to the long-standing rivalry between Burger King and McDonald’s, two fast-food giants.

The campaign was based on the widespread fear of clowns. Many people find clowns creepy, unsettling, or just plain scary. Conveniently, McDonald’s mascot is none other than Ronald McDonald.

“Scary Clown Night” featured a video showing how people fear McDonald’s clown mascot, but not Burger King, who playfully invites the clown to their restaurant.

The campaign went further by involving customers. People were invited to visit Burger King dressed as clowns and were rewarded with a free Whopper during the Halloween season.

The result? Over 2.1 million impressions in 40 countries, recognition as one of AdForum’s best ads of 2017, a Cannes Lions award, and mentions in major global news outlets.

Airbnb

Creativity, originality, and innovation: the perfect recipe for a successful campaign.

Airbnb https://news.airbnb.com/spend-a-night-at-draculas-castle-this-halloween/https://news.airbnb.com/spend-a-night-at-draculas-castle-this-halloween/! Participants had to write what they’d say to Count Dracula in 550 characters or less. Two winners were selected to spend a night at the infamous Bran Castle, the inspiration for Dracula’s story.

Winners were transported by horse-drawn carriage to the eerie location. Castle rules banned garlic, silver jewelry, crosses, and daylight. The experience ended with the ultimate spooky touch: participants slept in a coffin-shaped bed. Every detail stayed true to Dracula’s tale, making the experience 100% authentic.

Why is it important to leverage special dates?

While not every special date aligns with your brand, those that do can be incredibly powerful. Universal occasions like Christmas and New Year’s resonate broadly, but niche events can also help you connect deeply with specific audiences. For example, a cosmetics brand could celebrate International Makeup Artist Day, but this might not work for a pet food company.

Here’s how incorporating special dates can benefit your brand:

1. Boost Sales:Special-edition products and promotions create urgency. When people see limited-time offerings tied to an occasion, they feel compelled to take part in the excitement. As a brand, be prepared with attractive products and irresistible deals.

2. Build Community:Campaigns tailored for your audience foster memorable experiences that strengthen their connection to your brand. For example, anyone who participated in Burger King’s clown event is unlikely to forget that unique Halloween experience.

3. Stand Out:Seasonal campaigns provide an opportunity to showcase your creativity, differentiate from competitors, and connect emotionally with your audience. Done right, they can also generate media buzz and significantly extend your brand’s reach.

   
   

Takeaway: Special dates aren’t just moments on the calendar; they’re golden opportunities to captivate, engage, and inspire. Whether you’re tapping into a cultural phenomenon or creating a unique experience, the key is aligning your campaign with your brand’s identity and your audience’s interests.