We noticed a scarily common trend amongst grocery Halloween campaigns all over the country.
Short-lived competitions and ‘frighteningly’ tired concepts that gave little to no value to the audience. We needed to do something a little different, we needed to break the spell.
Introducing 'MACE Made Magic’, a strategic video led Halloween campaign that combined mind-blowing magic tricks, entrancing competitions, and an up and coming ‘wizard' influencer to help widen the MACE demographic and help grow their social audience. Using the spellbinding skills of Joel Mawhinney, Ireland’s no.1 followed magician; we captivated the audience with a mini series of fly on the wall magic videos. These videos capture genuine reactions from stunned MACE shoppers and included their participation in some of the tricks. Joel broke the third wall, challenging the MACE social audience watching at home to get involved for a chance to win amazing prizes. Each magic trick made sure to showcase the MACE sub-brands, friendly staff, and the brand-new store format.
Each piece of content created was specifically optimised to ensure all digital KPI’s were achieved. We enticed a new audience with bespoke teaser videos showing the beginning of a magic trick, encouraging them to follow the page to see the reveal. This approach resulted in a 55% increase in engagement on the previous month and a significant rise in new followers and likes throughout both Facebook and Instagram.
The overall campaign was a massive success, showcasing the quirky and fun personality of the Mace brand to the existing fan base, while at the same time unlocking a whole new previously untouched audience. The campaign has become the most successful to date on the MACE page with a reach of over 980k, over 200 thousand video views, and the magic number...A staggering 1.2 million impressions.