How could we drive sales for Party City during the Halloween season, their most crucial sales period?


Digital, Radio, Social, TV

In September 2017, we launched a new brand platform for Party City during the Halloween season: Oh, It’s On.

“Oh, It’s On” captures the uniqueness, excitement, and competitive spirit that comes with planning a party or for finding the perfect Halloween costume. Since its launch in 2017, it’s been communicated through all touchpoints in the customer’s shopping journey, including digital and social media channels, which have been critical to connecting, engaging, and driving action with the target.

With consumer attention spans dwindling and ad blockers increasing in popularity, effectively communicating the brand’s message had become more challenging than ever. So as part of our launch efforts, we utilized YouTube’s new six-second bumper ads to put the Party City brand in front of our target with minimal interruption. The creative tapped into a popular social media user behavior – countdowns – to communicate a compelling yet snackable story.

We also tuned into Millennial insights around celebrating Halloween to guide the social content strategy that’s continued into 2018. Like the fact that today’s college students are more likely to buy accessories and create DIY looks vs. pre-made costume sets; and that they go out multiple times during one Halloween season (hello, #Halloweek and #Halloweekend). The result was a series of shoppable Facebook carousel units that taught consumes how to rock one accessory in multiple looks – showcasing a huge range of products and providing unique DIY costume inspiration.

In the two years the campaign’s run, we’ve collaborated with creative, digital, media, exclusive licensors (such as Warner Brothers, Nickelodeon, and Heidi Klum), and outside vendors to build a holistic plan delivering the core, “Oh, It’s On” message across TV, social media, and via the Web for each of our core demographics. And we’re just getting started.

  • 1.8 billion impressions
  • 92% improvement in ROAS
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