An irreverent approach to Halloween from an unconventional brand
In the spirit of the ‘emotionally relevant’ idea we created for DMF – Give Convention the Finger – for Halloween 2024, promoting the Dead Man’s Fingers limited edition Halloween bottle, we chose to give the usual tropes of ghosts, graveyards and zombies the swerve and instead ask our Instagram followers what they’d like to say RIP to. What petty peeves from everyday life would they like to bury in a shallow grave?
We kicked things off with a few executions of our own and invited our followers to share theirs in the comments using the hashtag #letRIP.
Results
We were inundated with ideas, so much so that the second half of the campaign was created exclusively from follower suggestions (the crocs and the fishy-foods executions, for example).
Overall, the campaign generated 750k engagements with over 2k post reactions, including hundreds of post comments and shares – and the Halloween bottle completely sold out.