From school functions to trick-or-treat night, the Stop & Shop target customer needs creative inspiration to make Halloween special. We were asked to reach new audiences on Instagram by providing tips, recipes, crafts, and hacks that would make our customer the hero of the holiday.
To celebrate Halloween, we set up a "Monster Mash" party to provide Stop & Shop's customers with ideas and inspiration for their own Halloween festivities. In order to tap into subject-matter experts, we invited three influencers—one with a focus on food, one with a focus on drinks, and one with a focus on DIY décor—to attend our party and create their own content focused on their specialties. Our content was designed to provide the most value to our customers without requiring that they leave social. We planned our concepts and distribution so that we could meet them where they are and provide low-barrier, high-reward holiday inspiration.
This content was posted on the Stop & Shop channels as well as cross-promoted on the influencers' own channels to help amplify our messaging and reach new audiences. The content incorporated a custom hashtag, #HostingWithSS, and included a mix of images, albums, videos, and Instagram Stories. Our distribution strategy ensured that the influencers' content went out at the same time the content went live on the brand account so users could visit the Stop & Shop accounts to follow and engage. The campaign positioned Stop & Shop as a supportive partner in our customers' lives beyond food to the memories made around it.
Content on the Stop & Shop channels performed extremely well with a cost per engagement 60% lower than the 2018 average. The campaign as whole drove the following results:
By partnering with influencers who had unique specialties, we increased our visibility across different audiences, resulting in the following incremental results on the influencer channels: