 | |||||||
| |||||||
| | |||||||
Bonjour Millionaire, Feeling the need to defend Team Candy Corn. Thank you to my treasured Aunt Wendy for this 1:  Was this email forwarded to you? Sponsored by Viasat Ads Before we take off: ON THIS EPISODE OF GO-TO-MILLIONS As I explained on Sunday, this week is all about closing out October and setting our phasers to FULL HOLIDAY. 🤶 But that doesn’t mean we should jingle all the way to BFCM without taking a moment to look back & learn! All this to say: did you run Halloween-specific ad creative this October? No? Did you forget? That they ALWAYS CRUSH? More than you'd ever expect? I know, I know, easy for me to say now, on October 28th. I swear I’m not trying to rub your nose in it, but rather bringing it up so you can have a BANK of Halloween creative inspo next October. I want you to launch really intentional, really spooky, even really "off-brand" Halloween ads next year, starting October 1st. (The same way November 1st is the first day of Christmas in advertisingland.) And yes, before you ask, Halloween IS kinda cringe! I agree! NONETHELESS: in my agency days I’d move mountains to get all my brands to participate. And because we successfully broke them down and reassured them their brand would survive, and ran ads that LEANED IN to the specific moment on the calendar, they reaped the benefits. The TLDR here is that finding ways to participate is powerful. Because, it’s Halloween to your customers. To pretend otherwise is boring and, dare I say, vanilla. So, without further ado, presenting some SWIPE-WORTHY creative, harvested from this year and years past, that you should steal for next year. Guess which 1s are mine 🧛♀️ HALLOWEEN CREATIVE HIGHLIGHTS 🧙♀️SKINNY CONFIDENTIAL:  Putting these two oldies-but-goodies side-by-side so you can see a UGC & a polished-and-minimal classic static option. We love a joke that doesn’t try too hard. 🧛♀️ SALT & STONE  Not to brag! But to brag, a little! Our team is the best.  Cartier. You’re going to tell me that’s not a witch’s hat? WARBY PARKER:  Another subtle Halloween vibe! This color story & the paint palette screams Halloween to me, while still being plausibly “cool art girl.” ARMRA:  LIQUID DEATH:  Points for the copy alone. “Easy-Drinking Energy For People-Drinking Vampires.” “Cruelty-free.” I mean, when you’re funny, you’re funny. STARFACE:  Not a word about Halloween, but tell me the orange/white/green colors didn’t make you think about it. See, seasonality is simple. MONCLER:  All of the Moncler “Pioneers In” creative read as “spooky season, but make it high fashion,” to me. Just look at the videos. LITTLE WORDS PROJECT:  And lastly, they don't run it anymore, but this is my favorite Halloween creative ever, Liquid I.V. circa many years ago (forever in my personal swipe file as tier 1 perfect).  A parting note for you: is all the creative here very smart? Yes, of course. But the timing of these is what really make them sing. Repeat after me... SEASONALITY! CONTEXTUALITY! BE EARLY AND PARTICIPATE! SORRY FOR CAPS AND FOR MAKING YOU CHANT! Sponsored by Roku Before you go: remember when I said to go look up what your audience is streaming? GO-TO-MEME  Me gloating when the Halloween creative I put my neck on the line for works. P.S. if you did run Halloween creative, send! Promise to ooh AND ahh. Yours, Ari | |||||||
|
