For Halloween, Freeform offers 31 nights full of bone-chilling thrills, spooky scares, and terrifyingly fun movies, playing all month long.
Freeform's 31 Nights of Halloween movie lineup features a diverse range of classic films that hold special places in the hearts of dedicated fans. To drive tune-in for 31 Nights of Halloween, Freeform dialed into viewers' exacting tastes with a social media campaign that tapped into October's one-of-a-kind spooky vibes. This year's campaign captured the familiar and nostalgic atmosphere that a crisp autumn night brings by utilizing familiar faces from Halloweens long past.
Each post was paired with shareable memes, memorable moments, and ghostly gags. Social media users were treated to dozens of posts featuring memories of their favorite Spooky Season movies, and were directed to watch them on Freeform, the perfect platform to relive those memories.
Freeform focused its social campaign on viewers with a deep attachment to iconic Halloween-themed films from the 1990s and 2000s, including “Casper,” “Haunted Mansion,” “Hocus Pocus” and “The Addams Family.” The team thematically leaned on the idea of tapping into “cozy spooky core,” drawing on fans’ nostalgia for their favorite films on Freeform throughout its 31 Days of Halloween.
Using iconic moments and unforgettable scenes from classic Halloween movies, Freeform created its own highly shareable memes that were at once fittingly nostalgic and ironically funny. The campaign gave a spooky makeover to long-running meme jokes, like "soup season," and tapped into current trends, such as Instagram’s brief “skinny reel” with a memorable, powerful musical scene from "Tim Burton's A Nightmare Before Christmas."
Each of the campaign's video posts made connections with a specific, iconic scene, moment, or song from a 31 Nights of Halloween offering, which audiences and fans were sure to recognize, quote, and watch on repeat.
Freeform's social campaign was a hit, helping to drive big tune-in numbers for 31 Nights of Halloween. The kickoff of the holiday event was Freeform's most-watched week of the year — surpassed only by the opening week of its next holiday event, 25 Days of Christmas.
Freeform ranked as No. 1 among cable entertainment networks in primetime among adults 18-34, as well as women 18-34 and women 18-49. Additionally, the campaign generated 55M views, 104.5M Impressions, and 3.5M engagements.
