Situation: It's Halloween 2020. And thanks to COVID, it's the scariest Halloween ever. In fact, the only masks people were clamoring for were labeled “surgical grade.” Halloween was about to be cancelled.
Insight: Despite Covid restrictions, families and Halloween fans were searching for safe, creative ways to keep the spirit alive. They still wanted to dress up and decorate their homes.
Idea: Take Halloween from "No Can Do" to "You Boo You" by focusing on traditions like dressing up and decorating homes. Make "You Boo You" a rallying cry and fully integrated, interactive campaign encouraging would-be Trick-or-Treaters to celebrate Halloween in their own unique and safe way.
Results: Exceeded the planned sales goal of $374M by 22%, achieving $458M dollars in sales.
Generated a $23.6 holistic ROAS.
Delivered 2.9B impressions and 30.8B web clicks.
Attracted 9.6M store visits.
Marked the most successful Halloween campaign in Party City’s history.
Role: Co-Writer l Creative Director
We partnered with Nextdoor to create an interactive Treat Map and scavenger hunt, allowing families and friends to safely search for and find Halloween characters inspired by Party City costumes—all within their own homes and neighborhoods. Due to COVID restrictions, all characters were rendered invisible, as we were unable to feature real people, making the experience both safe and imaginative.
We created personalized videos appealing to specific markets -- Millennials and Young Moms.
