The Challenge

Beavertown, known for its visually captivating content across mediums such as short films, street parties, and graphic novels, wanted to stand out in a crowded holiday season. With Christmas already oversaturated, they identified Halloween as an opportunity that aligned perfectly with their iconography of skulls, bones, and monsters. However, with social media already flooded with spooky content, the challenge was to disrupt and provoke at the height of Halloween without simply blending into the noise.

The Solution

To celebrate Halloween, Beavertown launched ‘The Beavertown Curse,’ a campaign centred around the release of the brand’s animated short film ‘Flightmare.’ This social-first strategy aimed to drive conversation and evoke eerie feelings while tying together the brand’s events and communications. The curse claimed that watching the film or sipping a Beavertown brew would lead to strange, spooky glitches. Creators from different fields like art, makeup, and fashion were enlisted to produce ‘glitched’ content, starting as normal posts and then evolving into eerie, reality-bending experiences. This content tied into the storyline of ‘Flightmare,’ engaging fans with strange and creepy twists.

The Outcome

The campaign successfully achieved its goal of owning Halloween, as proven by emotional engagement and public reaction. An AI-powered tool analysing social media comments showed a 36% higher emotion rate than Beavertown’s previous influencer campaign, with 99% positive sentiment and 83% of comments praising the creativity. Additionally, the campaign over-delivered on media metrics, achieving 38% more impressions than targeted and a video completion rate (VTR) of 22.6%, far surpassing Meta’s 7% benchmark. Through this innovative, spooky content, Beavertown successfully made a lasting impact during Halloween.