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7 Spookily Successful Digital Marketing Campaigns for Halloween

spookily-successful-digital-marketing-campaigns

Q: What’s the ratio of a pumpkin’s circumference to its diameter?
A: Pumpkin Pi

All jokes aside, Halloween presents a huge sales opportunity for B2C (and even some B2B) brands. In fact, Halloween is only second to Christmas as the most commercially successful holiday. And a recent survey found that Halloween spending is estimated to reach $8.4 billion dollars this year, the highest in survey history.

Depending on your line of business, this presents an enormous opportunity for marketing departments to help generate a ton of cash over a short amount of time. However, the bar is incredibly high and competition is stiff, which means that consumers are looking for clever, creative and memorable marketing campaigns. The seven spooktacular campaigns below made their mark this year.   

Burger King Dresses Up As Rival

This spooky marketing tactic has been all over the news in the past few days. A Burger King in New York draped their building with a giant ghost and scrolled the word “McDonald’s” on it. They also updated their marquee for the holiday to say “Boooooo. Just kidding, we still flame grill our burgers. Happy Halloween”.

In just a few short days the video already has almost 500,000 views on YouTube.

Chipotle Helps Customers Score A $3 Boorito

Each year, Chipotle runs a promotion offering discounted food to customers who show up in-store wearing a costume. I will admit that I have personally partook in this promotion more than I’d like to admit.

Not only has this one Facebook post received over 7,000 reactions, but nearly 3,00 shares as well proving that followers (and their friends) are keen on the deal.

chipotle-mexican-grill-halloween

Airbnb Offers Terrifying Experience

The latest Airbnb contest is not for the faint of heart. The travel giant offered two “lucky” people the opportunity to spend Halloween night in the Paris Catacombs. In case you didn’t know, the Catacombs are the final resting place of 6 million souls.

In order to win the full experience, followers were asked to share why they think they are brave enough to sleep in the Catacombs.

airbnb-halloween-contest

Petsmart Gets Cute

I absolutely love this post from Petsmart. In addition to offering pet lovers a clever idea for carving pumpkins, they’re also encouraging user generated content by asking people to create their own and use the hashtag #WickedCute as well as tagging the brand and the “pet celebrity” that they choose.

petsmart-halloween-dog

Energy.gov Educates Using Candy Corn

I was pretty impressed by this amazingly clever approach to showing how your energy consumption stacks up to the energy found in Halloween themed objects from Energy.org. Users can choose a number and energy type to find their output.

Additionally, the organization also created a special Energy Ghostbusters podcast that shares “scarily effective” ways to save energy.

energy

REI Offers Zombie Survival Gear

This infographic from REI promises to supply you with the proper attire to survive a zombie apocalypse as well as “five critical skills to keep you from becoming a snack”. Not only is the release of this infographic timely for Halloween, but it also aligns with the premiere of the new season of the Walking Dead and will prove to be a piece of evergreen content for REI once the holiday has passed.

zombie-survival-gear

MAC Transformation Magic

The London Dungeon offers a truly unique theatre experience that features special effects, rides and the opportunity for patrons to hear, touch and smell the whole experience. Their latest campaign features the use of high-end Mac cosmetics to create an authentic (and truly disturbing) tutorial for turning yourself from fresh faced to wicked witch with some clever contouring.

london-dungeon

TopRank Marketing Team Members Share Their Fondest Halloween Memory

This post would be incomplete without including halloween insights from some of our TopRank Marketing team members. Below you’ll find a glimpse into halloween of years past as our team reflects on their fondest childhood halloween memories.

Alexis Hall – Director of Client Accounts
When I was in first grade I was at the school Halloween party. And for three tickets you could place someone in jail for like 10 minutes. And my brother put me in. It had bars and I cried after 30 seconds so he changed places with me and served my time. It was traumatizing at the time.

Leila de La Fuente – Account Manager
When I was 6, I dressed up as my favorite disney Character, Nala from the Lion King. I walked around all day saying “get your paws off me” because it was my favorite line from the movie.

Caitlin Burgess – Content Marketing Lead
Every Halloween night my grandpa would come over for dinner. My mom always made baked spaghetti from a family recipe. After dinner my dad and grandpa would hit the streets with my sister and I, as well as the neighborhood kids, for trick or treating.

Kevin Kotch – SEO Analyst
When I was a kid, I remember trying to find the “best” houses which of course were the ones with the full-sized candy bars. Throughout the night while we were trick or treating, my neighborhood friends and I would have silly string wars. Things got pretty messy.

Evan Prokop – Digital Marketing Manager
I remember the thrill of running around in the dark causing mayhem. And, there was nothing better than coming home with a full sack of candy!

Tell us what you think! Which marketing campaigns did you find extra spooky and impactful this year?


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© Online Marketing Blog – TopRank®, 2016. |
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The post 7 Spookily Successful Digital Marketing Campaigns for Halloween appeared first on Online Marketing Blog – TopRank®.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

Under-the-Radar LinkedIn Features for Marketers

It's plain to see that B2B marketers, at large, see the value in social media. The latest B2B benchmarking research from CMI and MarketingProfs found that nearly two out of three respondents (61%) increased their usage of social media for content marketing purposes in the previous year. Another new report shows that social content is atop the list of focal areas for B2B marketers in the coming year.

It’s also fair to say, based on various data points and conversations with folks in the biz, that most of us feel we could be doing better with social. The size of the audiences on these platforms make them essential to any digital strategy, but breaking through suppressive algorithms and showing clear ROI is a perpetual challenge for brands.

One pivotal key to excelling with social media marketing is understanding all the tools you have at your disposal. Each platform offers a number of capabilities that seem to be underutilized by marketers who either don’t know they exist, or don’t fully recognize their potential impact.

With this in mind, we’re setting out to highlight some of the most useful yet overlooked features for driving results on social media platforms. Today we're focusing on the channel most pertinent to B2B marketers: LinkedIn*, with its member base of more than half a billion professionals.

Take Notice of These 5 Marketing Tools & Features on LinkedIn

Whether your goal is building brand awareness, generating leads, or boosting conversions, these five fundamental functionalities can provide a big assist if you aren't taking advantage of them already.

#1: Robust (and Now Simplified) Audience Targeting

LinkedIn recently overhauled its Campaign Manager tool (the interface through which marketers build, manage, and measure ads) around an objective-based advertising framework. The basic purpose of this initiative was to make it easier for users to align every element of their campaigns with the overarching objective. One of the slickest improvements to come out of this is the audience setup experience, which is now simpler and more intuitive.

From a B2B marketing perspective, the depth of available professional targeting parameters is by far LinkedIn’s biggest relative advantage compared to other social platforms. Nowhere else can you accurately filter audiences based on facets such as Job Title and Job Seniority. This provides unparalleled ability to reach decision makers and purchase influencers directly.

The revamped interface makes it quicker and more straightforward to select a qualified audience in line with your campaign goals.

[embed]https://youtu.be/AAx60JxxWFg[/embed]

#2: Revamped LinkedIn Analytics

The latest Social Media Marketing Industry Report via Social Media Examiner found more than half of respondents (54%) either uncertain or disagreeing that they are “able to measure the return on investment (ROI) for my organic social media activities.”

This is another area of Campaign Manager that LinkedIn recently spruced up. Given that advertising on this platform tends to be more expensive than other social networks, it’s especially important to ensure you’re getting return on that spend. The new reporting experience makes it easier to see results at a glance, and make optimization tweaks on the fly.

The underlying appeal of LinkedIn’s targeting facets also applies to its reporting mechanism; you can get an aggregated look at who is viewing and engaging with your content (i.e., which companies, which job titles, which experience levels). These insights can help you align your LinkedIn strategy and even your content marketing strategy more generally.

#3: Content Suggestions

Can’t figure out what to share on social media? That’s a common enough challenge. The Content Suggestions tab, found on the top nav bar within LinkedIn Page admin center, offers ample inspiration. It serves up a list of third-party articles your defined audience is engaging with — essentially a readily available stream of targeted, trending content.

Not only does this make it easy for marketers and social media managers to find share-worthy content that’s more likely to resonate with their followings, but it can also fuel employee advocacy efforts.

#4: Website Retargeting

Retargeting is a popular digital marketing tactic, which involves serving ads to people who’ve already encountered your brand. The element of familiarity, plus a concrete demonstration of past interest, tends to drive considerably higher clicks and conversions than standard ads.  

Through its Matched Audiences feature, LinkedIn allows you to place a pixel on your company’s website, then serve ads to people who’ve visited it before, while they’re on LinkedIn. It’s a great way to follow up with someone in a different context. One especially savvy approach is to create customized retargeting creative based on the specific section of your site a person visited (i.e., upper-funnel messaging for someone who went to your “About” page, and lower-funnel for someone who checked out a solution page.)

[embed]https://youtu.be/SgXlOH-1pPk[/embed]

#5: Lead Gen Forms

This might be my favorite marketing tool on LinkedIn, and it definitely seems like one that more B2B brands could be utilizing. Lead Gen Forms are leveraged in combination with various types of ads, enabling your company to collect valuable contact info (and additional data about a prospect) from an individual who downloads something of value with minimal friction.

Unlike most gated-asset forms, which require a user to tediously fill out multiple fields, Lead Gen Forms automatically populate based on the member’s LinkedIn profile data. As such, it takes only a couple of seconds to get through the process. Because you’re attaining a more comprehensive snapshot of people who download, you can better qualify them as leads in comparison with other form-fills that often procure only a name, phone number, and email.

[embed]https://www.youtube.com/watch?v=34Xe1E59N6A&feature=youtu.be[/embed]

Step Up Your LinkedIn Marketing Game

LinkedIn can be one of the most valuable components of a holistic B2B marketing strategy. As mentioned earlier, there’s no denying it’s a pricier place to play than most other social networks, but you’re also paying for access to a higher-quality audience. Using the five features above can help you understand, segment, reach, and engage this audience efficiently while closely tracking the impact of your efforts.

Another underutilized tool on LinkedIn is video, which has been a key focus for the platform recently. Learn about all the metrics and specs for video on LinkedIn, as well as every other major social network!

*Disclosure: LinkedIn is a TopRank Marketing client.

The post Social Media Secrets: 5 Under-the-Radar LinkedIn Features for Marketers appeared first on Online Marketing Blog - TopRank®.

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