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Special Project

Special Project
From the 15th Annual Shorty Awards

Halloween Ball

Finalist in Short Form Video


Now more than ever, consumers long for simpler, happier times. Our challenge was to unlock the equity of this nostalgic brand during the peak candy-buying season, (1) increasing salience for the Dum-Dums brand around the Halloween occasion to make it top of mind for seasons to come, and (2) increasing relevance amongst a younger audience, convincing them to add Dum-Dums to their candy repertoire.

Strategy and Execution

The lollipops themselves—with their iconic shape and colorful wrappers—were the inspiration for this sweet, coming-of-age story set in a magical, whimsical Halloween world. As the only “pop” of color in the otherwise black-and-white animated video, the brand’s signature product was seamlessly woven into the storyline, serving as the catalyst for a series of joyful moments.

30- and 15-second cuts were used across social media and streaming services, with an increased focus on engagement.


The goal of this campaign was to build brand salience for Dum-Dums around the Halloween occasion. Creative was optimized for engagement and awareness, and exceeded goals for both objective types. The campaign resulted in a 12.7pt estimated Brand Recall Lift on Facebook (compared to 5.4pt CPG industry average), nearly 15 million video views, a 66.97% engagement rate on Facebook ads, and a 22.8% engagement rate across social platforms, all while beating CPM and CPE benchmarks by as much as 75% (Instagram CPE, actual: $0.03, benchmark: $0.12).

While Dum-Dums is a household name and our branded campaigns are historically competitive, the results for these campaigns blew even our internal benchmarks out of the water. That was due to a media/audience strategy designed to land at the feet of Halloween candy lovers with creative tailormade to engage and delight. 

Better than the metrics, over a hundred comments were what told us this campaign was a hit:



Video for Halloween Ball

Entrant Company / Organization Name

Barkley, Dum-Dums


Entry Credits