If you think Halloween is scary, try owning a home. Especially for the first time. Working off this insight we created an integrated campaign that kicked off with a claymation 15 second “Huluween” Hulu sponsorship supported by augmented stills in paid and organic social. We also worked with a writer/content-creator and actor to create a Ghostly character using the narrative of being a first time home owner. We created 3 longer format videos and 3 shorts that ran on Instagram and Tik Tok. The launch of the influencer videos garnered more views in the first 24 hours and surpassed multiple company milestones.
Overall, The campaign had its largest impact at the top and middle of the funnel, with 2.7B impressions and 68.2K sessions across channels. This helped drive +5% brand awareness (+9% for core demographic) and +4% consideration / QoQ. The organic videos set a new record at Thumbtack by surpassing all previous views, likes and shares of any past campaign. TikTok assets saw a +121% video completion rate and +80% average watch time compared to business as usual ads. Revenue and requests also surpassed company expectations.
