Halloweentown Takeover
Challenge
To boost Halloween sales, Sun-Maid decided to embrace a self-aware tone and the possibility of trick-or-treat raisins as "the scariest thing about Halloween". They needed an activation that lived on social, revolving around their PR initiative to take over the famous Halloweentown.
Solution
As Social AOR, we embraced humor and brought the Sun-Maid Girl into her villain era. We created a social media narrative that had her and her creepy raisin minions engage in over a dozen disruptions in the weeks preceding Halloween and even crashed the famous town parade.
UGC Lo-Fi Content Blitz
We filmed everything with a purposefully lo-fi, UGC style look to feel native on social and give the entire thing authenticity, even having slightly different on screen text styles to mimic multiple social accounts. Our campaign contained a full narrative, starting with the Sun-Maid Girl and her raisin minions arriving in town. We used trending audio and formats throughout the campaign to drive relatability and engagement.
Town Takeover Disruptions
Sun-Maid Girl's minions began disrupting the town, stealing candy and replacing it with raisins and terrifying children. We posted regular content for several weeks leading up to Halloween to drum up excitement and encourage engagement.
Viral Dancing Raisins
One of our posts went viral on Twitter and earned a shout out from Nikki Minaj herself!
Eventually, Sun-Maid Girl replaced the town's candy with raisins and crashed the famous Halloweentown Parade.
The Results
My Role
In my role as Senior Art Director of the Social AOR, I helped concept and write the post content with the creative director, art direct assets, and was on site in St. Helens for in person production direction as creative lead for content. I worked hand-in-hand with our partner agencies and collaborated with clients and internal stakeholders.
The Team
Sarah Heetderks (Account Director), Jeff Earheart (Creative Director), Caitlin Torres-Davis (Producer and "Sun-Maid Girl), Skyler Santos (Film, Edit and "Dancing Raisin")
The Agencies
Unfold Agency | Havas | Quench