Halloween isn’t just a time for trick-or-treaters or scary movies—it’s a massive opportunity for brands to cast a spell on their audience. In 2023 alone, Halloween spending reached $12.2 billion in the U.S. and £1 billion in the UK, breaking records and proving that this spooky season is more than just costumes and candy.
With that kind of market potential, there’s no better time for brands to tap into the magic of Halloween-themed marketing.
But here’s the trick: how do you stand out in a sea of jack-o’-lanterns, cobwebs, and costumes? Whether you’re spinning a haunting story, showcasing eerie visuals, or crafting a CTA that’s too tempting to resist, there are plenty of clever tactics to make your campaign more than just another ghost in the crowd.
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Let’s explore the strategies that make Halloween marketing so effective, and how you can use them to create campaigns that cast a spell on your audience—even if your budget is more “trick” than “treat.”
1. Spooky storytelling: Hooking audiences with Halloween tales
Every great Halloween ad starts with a story that lingers like a ghost. Whether it’s creepy, quirky, or full of mystery, storytelling is the glue that keeps viewers engaged and makes your ad memorable long after the spooky season ends.
Take Skittles’ “Giant Spider” ad, for instance. It weaves dark humor into a quirky narrative, turning a giant spider into an unexpectedly lovable character.
Similarly, Booking.com’s Haunted Hotels transports viewers into the thrill of staying in haunted accommodations, inviting them to experience the brand as part of the spooky fun.
Takeaway: Use storytelling to create emotional connections with your audience. Even on a modest budget, you can tell a spooky tale about how your product solves a problem or fits into the holiday vibe. Think of it as weaving a spell that keeps your audience enchanted long after the ad is over.
2. Trick-or-treating for leads: Capturing attention quickly
In today’s fast-paced world, grabbing attention is like catching a ghost—fleeting and tricky. Your ad has to captivate people immediately, and Halloween’s bold, eerie visuals are perfect for that.
For example, Heinz’s “Tomato Blood” turned ketchup into something grotesque yet fun—completely owning the Halloween theme while stopping people mid-scroll.
Meanwhile, Pepsi vs. Coca-Cola’s Halloween Duel used playful visuals and rivalry to hook viewers, turning a simple product into a Halloween showdown.
Takeaway: To succeed in direct response marketing, make the first impression count. Whether you use glowing jack-o’-lanterns, eerie lighting, or spooky props, bold Halloween visuals are your secret weapon to stand out from the fog of forgettable content. No need for high-end production—just creativity and a strong hook.
3. Frightful fun: How humor drives engagement
Humor and horror are a winning combination during Halloween. Brands that blend these elements create ads that are both memorable and engaging. Snickers’ Horseless Headsman ad is a prime example of how humor can be used to soften the scariness while keeping the Halloween theme intact.
Humor doesn’t just make your audience laugh—it humanizes your brand and makes it relatable. Even in direct-response ads, a well-timed joke or spooky punchline can help differentiate your brand from competitors.
Takeaway: Inject humor into your Halloween ads. A little light-hearted, spooky humor can make your product feel more relatable and memorable. After all, a playful trick can make the treat even sweeter.
4. Bewitched by the CTA: Spells for more clicks this Halloween
Your ad might look great, but without a strong Call to Action (CTA), your audience might disappear like ghosts at dawn. Halloween is the perfect time to get creative with your CTAs.
Heinz nailed this during their “Tomato Blood” campaign with lines like “Get the blood before it’s gone!”—perfectly blending urgency with Halloween fun.
Takeaway: Craft Halloween-themed CTAs that are playful yet direct. Use urgency to create FOMO—whether it’s “Grab it before the witching hour strikes!” or “Snatch this deal before it disappears!” A strong CTA can turn curiosity into action.
5. How to get spooky results with direct response: Tricks from Halloween campaigns
You don’t need a Hollywood blockbuster budget to deliver spine-tingling results in your Halloween marketing campaigns. Some of the most successful campaigns focus on direct response, leveraging sharp copy and attention-grabbing visuals to get immediate engagement and conversions. Whether you’re playing on nostalgia, humor, or interactive elements, it’s all about creating clear, actionable steps that get people to act.
Here are some clever Halloween campaigns that can inspire your direct response strategy:
1) Angel Soft® – Toilet paper mummy
Angel Soft® embraced a classic Halloween tradition with their toilet paper mummy costume. This simple, relatable concept made the product part of the fun in a cost-effective way.
Direct response tip: Use nostalgic or humorous concepts to engage your audience. Invite them to participate in a fun Halloween challenge featuring your product, and make the action easy, like sharing a photo or story.
2) Airheads – A.I.rheads Scarefest film festival
Airheads tapped into the user-generated content trend by hosting a contest where fans created AI-generated horror shorts using the product.
Direct response tip: Encourage customers to create and share their own Halloween-themed content around your product. Offer an incentive, like a discount or giveaway, to drive participation.
3) Butterfinger – Turn yourself in
Butterfinger used humor to connect with parents, asking them to “turn themselves in” for stealing their kids’ Halloween candy.
Direct response tip: Humor works well in direct response when tied to relatable, playful themes. Create a light-hearted campaign that encourages your audience to share their stories or participate in a fun activity, driving engagement through a simple CTA.
4) UNICEF – Add some meaning to your Halloweening
UNICEF transitioned its iconic Halloween donation boxes into the digital world, making it easy for people to donate online with scannable QR codes.
Direct response tip: Simplify the customer journey with tools like QR codes, one-click donation buttons, or other digital shortcuts that make immediate action easy and intuitive.
5) Crest – #BringOnTheCandy Safes
Crest ran a playful campaign encouraging participants to share their love for Crest for a chance to win a candy-safe to protect Halloween sweets.
Direct response tip: A simple social media contest with a fun, product-centered theme can drive engagement and keep your brand top-of-mind. Encourage participation through clear, simple calls to action.
Our favorite spooky ad moments (and how you can use them)
To wrap up, here are some standout Halloween ads that cast a spell on us—and how you can channel their magic into your own campaigns:
Snickers’ Horseless Headsman: Humor and horror are a winning combination. Use a blend of both to make your ad unforgettable.
Skittles’ Giant Spider: Storytelling elevates your product. Create emotional engagement with a quirky, memorable narrative.
Pepsi vs. Coca-Cola Halloween Duel: Rivalry and visuals can capture attention instantly. Play on competitive or time-sensitive themes.
Booking.com’s Haunted Hotels: Immersive experiences draw your audience in. Even if your product isn’t Halloween-specific, a strong narrative can transport your audience.
Heinz’s Tomato Blood: A Halloween-themed rebrand can make any product stand out. Simple tweaks to packaging or visuals can create a huge impact.
Halloween proves that marketing doesn’t have to be complicated to be effective. Whether you’re telling a spooky story, using bold visuals, injecting humor, or crafting a clever CTA, this holiday gives you a chance to engage audiences in fresh and creative ways. So, as the witching hour approaches, ask yourself—how will you cast your spell on your audience this Halloween? 🎃
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Holly Preston, Lead Copywriter
Holly is behind most of Inceptly's successful creatives, supporting the team with her experience and imagination, making her an invaluable asset to Inceptly.
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