For Halloween, Freeform offers 31 nights full of bone-chilling thrills, spooky scares, and terrifyingly fun movies, playing all month long.
Freeform looked to amplify the Halloween festivities and capture the attention of viewers in a way that went beyond what was just on their living room screens. To do that, Freeform partnered with numerous social media influencers known for their crafting talents, adding a DIY sensibility to Spooky Season. Each influencer brought their own flavor (some quite literally) to the Halloween season—from costume fabrication to crafty culinary creepies.
The influencers involved in the campaign included Maria Gomez, Keiko Lynn, Ashley Voortman, and Micarah Tewers, with each taking a unique approach to their celebration of the season while working toward a cohesive theme, and each craft being inspired by a different classic Halloween film.
Halloween is all about creativity, from spooky and transformative costumes to stalk the night in, to tasty treats to enjoy during a scary movie, to fun, frightening decorations to take over your home. With the help of a variety of crafty influencers, Freeform tapped into the creative minds of viewers to give them a jump-start of inspiration, while also highlighting 31 Days of Halloween's linear line-ups and priority titles.
The campaign captured the attention of viewers with a variety of fun and impressive projects, giving audiences a whole unique perspective on these beloved movies. Projects included a custom recreation of Halloweentown from "The Nightmare Before Christmas" reconstructed in clay, the iconic magic spell book from “Hocus Pocus” reimagined as a smore-on-a-stick, and striking costumes based on the phenomenal looks featured in “Hocus Pocus” and “The Addams Family.”
The presentation of iconic, nostalgic, and seasonally unique films, as well as influencer campaigns surrounding them, was key to the success of the campaign. Fans who grew up seeing these offerings and sought to find comfort in their modern, elevated presence on all platforms were the primary target of the campaign.
Freeform's influencer campaign was a hit with viewers. Over the first three weeks of October, the four videos garnered 2.5M views and 139.6K engagements.
The campaign helped 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.
