TL;DR
- Trends
- Spirit Halloween pre-game content strategy before Halloween season starts
- Views
- 2.1M+ combined views from 3 videos listed in a span of less than a week; the highest one got 1.7M+
- Format
- Dramatic physical product triggers an unexpected/nostalgic moment for the visitors, resulting in genuine reactions and customer-generated content
- Why It Works
- The product is visually interesting to trigger a reaction from the visitors, so the visitors are actually the ones who did the job as their response.
- Use It When
- You want to launch a physical product as well as tap into a cultural event or season.
What is this trend about
Halloween isn’t here yet, but people are getting ready to celebrate it. Spirit Halloween is one of the most go-tos for Halloween junkies.
For those who don’t know: Spirit Halloween is a seasonal store that opens around Halloween season and closes after the end of the season. They will find haunted places and do their business there. Animatronics, costumes, decorations, and much more.
No, we’re not trying to convince you to do a seasonal store just like Spirit Halloween. Instead, here are some things you can learn from Spirit Halloween’s content strategy.
Basically, they have these 2 major content strategies as a pre-game to the Halloween season:
Original UGC Videos
With striking visuals, Spirit Halloween showcases their Animatronics to visitors. That showcase sparks genuine reaction; the fear, surprise, awe, even nostalgia. Naturally, visitors begin to record the showcase as their content on socials and begin to get views.
169.2K 
1.6K 
3.2K 492.7K 2.8K 14.0K Product Reviews
Just like the original UGC videos, product reviews are very important for physical products just like Spirit Halloween’s animatronics. With animatronics’ scary visuals as the hook, people are beginning to rate the products: which one is the scariest among all?
2.3M 6.6K 261.7K 625.2K 1.6K 97.7K As you can see in the comment section, both pieces of content trigger viewers' conversations in different ways.
- The Original UGC videos made viewers focus on the reaction: Is it going to scare people in the way they intended to?
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