Challenge

Inspire increased use of Penguin Brand Dry ice during the company’s key Halloween selling season.

 

Strategy

Expand brand reach and increase entries in the annual Halloween photo/video contest – the 5th annual campaign we’ve managed for the client – by adding high-profile celebrity guest judges and adding a targeted paid social marketing campaign. 

 

Success

Judges with high social reach, such as Netherworld’s Roy Wooley, were the trick to the treat: entries increased by 30% over the prior year. .