Costume-seekers want something unique and something cheap (81% want to spend under $50). But seasonal pop-up shops are standard and overpriced. Come fall, Savers Thrift Stores morph into hybrid Halloween-themed thrift stores - with new and exclusive costumes, accessories, makeup, and thrifty clothing.
Until this point, Savers had mostly one-off videos set to parodies of popular songs. So our inaugural campaign for the brand was their inaugural campaign for the brand. We launched “Hallowinning” to connect costume-seekers with interesting, affordable costumes and the Savers’ brand.
The integrated campaign ran regionally in October, right when costume-seekers were looking for it, across TV, social media, and radio. With nearly 3.5 million views on YouTube, and a hefty boost in sales, Hallowinning is clearly winning.