[Editor's Note: In a recent conversation with PRNEWS, Will Trowbridge, Founder of creative entertainment agency, Saylor, discussed best practices to follow when creating Halloween and "spooky" seasonal content campaigns. The Q&A was edited for length and clarity.]
PRNEWS: How can brands successfully tap into the "spooky" theme for seasonal campaigns without alienating or overwhelming their audience?
Will Trowbridge: Everyone loves celebrating (and spending on) spooky season! In fact, according to the National Retail Federation, 72% of people plan to celebrate Halloween in 2024, spending an average of $104/per person. It’s projected that $11.6 billion will be spent on everything from Halloween candy to costumes, decorations and more.
Brands can and should capitalize on this massive opportunity by leveraging existing conversations and trends they see leading up to the holiday to fuel their strategies. Audiences don’t generally respond well to overtly being sold to, so it’s important that whatever spooky tactics you employ feel like an extension of your existing strategy.
PRNEWS: What elements should professionals consider when developing spooky-themed messaging to ensure it feels relevant to their audience?
Trowbridge: Take a close look at your audience and follow the data. For instance, some adult audiences might respond well to leaning into horror movie tropes, others might engage more with the cozy comfort of spooky, less-scary content. If you’re a brand that caters to younger audiences or families, this should be reflected in your messaging as well, to ensure that all content is age-appropriate while still seasonal and entertaining.
Additionally, timing and balance is everything. If Halloween content is not the most obvious fit for your brand, tip-toe into the space with spooky-adjacent content that relates directly to your audience.
PRNEWS: What common mistakes do brands make when trying to incorporate seasonal or spooky themes into their campaigns, and how can they be avoided?
Trowbridge: Brands should avoid incorporating elements of spooky season into their campaigns that are too far a departure from their natural voice or positioning. Going too scary or extreme with your content for the sake of engagement risks alienating your fans. Don’t jeopardize your audience for shock-value content that will do little for your long-term objectives.
PRNEWS: How far can brands push the boundaries of spooky content without crossing into potentially offensive or controversial territory?
Trowbridge: Pushing boundaries varies from brand to brand. While I encourage you to lean into risk, most brands will want to avoid anything that would insult their audience or make them want to unsubscribe. It is a noisy season, so brands should push themselves to create the most entertaining content possible without infringing on brand safety in the hopes of standing out and driving real results.
PRNEWS: Are there any strategies for extending the lifespan of a spooky campaign beyond just the Halloween season?
Trowbridge: Like all holiday content, Halloween campaigns generally have a limited shelf-life. To extend the lifespan of a campaign beyond a single day, you can think more “fall” than Halloween-specific. For instance, adopting a trend like cottage core, which is extremely popular with audiences right now, allows you to lean into the fall aesthetic without going full-on spooky. This more subtle approach can give your campaign longer legs.
Creating entertaining content that audiences feel compelled to share is the most effective way to build trust and reach/grow your audience over time—even if your Halloween campaign is short-lived.
Nicole Schuman is Managing Editor at PRNEWS.