Halloween is the most important and pivotal marketing period for Hobgoblin. However, during an ongoing lockdown this was a bit more of a challenge.
Our goals for the campaign were:
With live events likely to be out of bounds in 2020, we realised we wouldn’t be running anything like the fantastical live audience shows we’d put on in previous years. Instead, Hobgoblin would have to bring the same extraordinary energy to the audience in a purely digital format.
Thus, HobtoberFest was born. Taking inspiration from the live music festivals audiences would be missing out on, we decided that we’d treat each of Hobgoblin’s social channels as a ‘stage’ with 4 – 5 ‘events’ per day running over three days during Halloween weekend. Each day would have a ‘headline’ piece of content, ranging from music performances, a Zoom party, and of course, loads of beer giveaways.
After 3 months of planning, the outcome was the brand’s most successful social media campaign to date.
Over 129,000 consumers watched one or more pieces of HobtoberFest content
Exceeded our target reach by 200% with over 455,000 consumers seeing the campaign
Engagement with 25-44 years olds increased by 30% during the campaign
Over 129,000 consumers watched one or more pieces of HobtoberFest content
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