Drive buzz and fame around Beavertown’s Halloween campaign with content that will establish the brand as Halloween Legends on social media. The campaign should fulfil Beavertown’s brand role: encouraging exploration of the extraordinary.
THE SOLUTION - THE BEAVERTOWN CURSE
With the imminent release of their “Flightmare” short film, we decided to build on the eerie themes of the story to create a sense of synchronicity, building out a truly social-first campaign. We developed a campaign theme that would act as an invisible thread, pulling together all of Beavertown’s events and comms, placing our creepy social content at the heart of it. Introducing the Beavertown Curse…Where just one exchange with the brand unlocks a whole world of creeptastic content…urging our audience to be terrified responsibly. We enlisted some of Instagram’s boldest creators to disrupt feeds and bring the Beavertown curse to life with creepy glitches and terrifying content. With every glitch, feeds got scarier, causing a ripple effect of frightening art and weird conspiracy theories
the outcome
For this campaign we ran a sentiment analysis study through an AI tool to determine the social language of our comments. Not only did we score 100% on the emotional diversity range, noting our audience as equally spooked and amused by our content, but we also upped the uneasiness factor by +100% from Beavertown’s previous campaign. We smashed our awareness target with an increase of 38%, and received 99% positive sentiment, 83% noting our spooky creativity. Despite spreading our content across an incredibly diverse span of creators, our creative hook and memorable creativity ensured that we landed our message with the same big impact.