CASE STUDY: Spirit Halloween
2019 Halloween Season Activation
For the Halloween 2019 season, AMP3 was brought on to promote Spirit Halloween, the largest Halloween retailer in North America.
Our task was to oversee the NYC-based media event, an influencer marketing campaign, and media opportunities (particularly those located in the NYC area).
Spanning a month and a half, this seasonal retail activation resulted in over 50 unpaid social media posts and 25 earned press placements.
Brought on in mid-September, AMP3’s first order of business was organizing and assisting with the NYC Media Day press event on October 3rd. We handled invites for NYC press and influencers to come by Spirit’s flagship store and browse the 2019 costume trends and decor. With over 30 people in attendance, we had both micro and macro influencers stop by, as well as editors from WWD, Thrillist, The Knockturnal, etc. All attendees were given the opportunity to be gifted costumes at the end of the event, in preparation for their upcoming Halloween festivities. They were also able to enjoy some food and beverage and sit down with a palm reader for one-on-one sessions.
With over 1,300 Spirit locations around the country during the Halloween season, it was very important to drive traffic both in stores and online. In order to do so we tackled a few different strategies. We initiated an influencer marketing campaign where we seeded costumes to various influencers, both micro and macro. Through these gifting opportunities and relationships, we received over 50 unpaid social media placements, both in stories and posts.
In addition, we primarily focused on media opportunities surrounding this short season. Besides the traditional media outreach to fashion/lifestyle, local NY, and family/parenting outlets, we facilitated in-store shopping experiences for various editors and broadcast producers by conducting interviews, selecting costumes for Halloween segments, assisting with set design opportunities, and more.
Placements/features in local New York digital, print, and broadcast outlets like Little Things, Rachael Ray, New York Daily News, New York Post, Huff Post, etc.
Placements/features in fashion/lifestyle publications like Woman’s Day, PureWow, Seventeen, Good Housekeeping, Elite Daily, and more
Placements/features in parenting magazines like Fatherly, Romper, Daily Mom, etc.
Secured 27 press placements during the 1.5 month campaign
Total Media Impressions: 250,152,768
Over 30 Influencer and Media RSVPs to the NYC press event
64 in-feed Instagram posts and stories
Total Social Potential Reach: 1,138,900