5 tips to create a spookily good halloween campaign
Halloween is no longer just about costumes and sweets. For brands, it’s a moment of cultural energy - a unique opportunity to experiment, captivate audiences, and drive measurable results through creative storytelling and behavioural insight.
At Leopard Co, we believe that the most memorable campaigns are those that blend sharp creative thinking rooted in behavioural science. So, whether you’re planning a social media activation, an immersive digital experience, or a seasonal product launch, here are our top five tips to enchant your audience and deliver impact in your Halloween campaign.
1. Start with a killer hook
In a world of endless scrolling, your opening line is everything. A strong hook determines whether your campaign stops thumbs or gets lost in the crowd.
At Halloween, audiences are saturated with orange-and-black clichés, so originality is essential. Consider your first impression as the equivalent of the opening of a horror film — it needs intrigue and tension.
Behavioural insight: The Curiosity Gap. When people sense they’re missing a piece of information, they feel compelled to find out more. A well-crafted headline or opening phrase triggers that irresistible itch for closure.
2. Leverage seasonal psychology
Halloween thrives because it’s a collective ritual. People love to take part in shared traditions — from carving pumpkins to donning costumes and watching spooky films.
Successful brands position themselves within that ritual, becoming part of the cultural moment rather than simply observing it.
Example: Starbucks has turned their Pumpkin Spice Latte into an autumnal ritual, not just a beverage. For Halloween, brands can take a similar approach — creating playful campaigns that invite audiences to ‘join the coven’, or even ‘survive the night’.
Behavioural insight: Social Belonging. People are wired to participate in shared experiences. By framing your campaign as something that unites rather than sells, you tap into that instinctive desire to belong.
At Leopard Co, we’ve seen the power of this principle firsthand through our work with Bristan, where we helped build a dedicated ‘On Tap’ community of installers. By creating a space that celebrated shared expertise and connection, we turned everyday interactions into a sense of belonging.
3. Tell a story
Storytelling has always been at the heart of Halloween, but it also transforms marketing into an experience.
A narrative adds emotional depth and coherence to your campaign, encouraging audiences to engage, share, and remember. This doesn’t have to mean a full cinematic plot. It could be as simple as a brand narrative that unfolds over several posts, emails, or touchpoints.
Behavioural insight: Narrative Transportation. When audiences become emotionally absorbed in a story, they are more likely to remember it — and more likely to act on it.
We've seen this principle in action during our work with Miraculous Meals. Using the hook of National Rescue Dog Day and leveraging celebrity co-founder Will Young, we built a narrative around the brand’s mission to support UK dog rescue centres. The story unfolded across PR and influencer activity, making the brand’s purpose central to the campaign rather than just a backdrop.
4. Use scarcity and urgency
Scarcity remains one of the most powerful motivators in marketing, but the best Halloween campaigns use it with a wink. Halloween may only last for one night, but the anticipation builds for weeks in advance. Brands can tap into that energy by creating campaigns that feel time-sensitive, exclusive, and event-like.
A sense of urgency — framed through humour or a Halloween theme — can encourage quick action without feeling forced.
Behavioural insight: Loss Aversion. People are more motivated to avoid losing something than to gain it. Framing your offer as something fleeting increases its perceived value — especially when delivered with Halloween flair.
5. Create the boo moment
Halloween is inherently visual and social. The most successful seasonal campaigns don’t just broadcast — they encourage people to participate. Whether through VR filters, themed packaging, interactive content, or user-generated challenges, the goal is to design moments people want to share.
Behavioural insight: Reciprocity and Identity. People enjoy sharing content that reflects their personality or makes them look witty, creative, or in-the-know. Create assets that let them express those traits while subtly promoting your brand.
At Leopard Co, we applied this in our campaign for sexual health service Umbrella: we created a series of playful adverts that linked Birmingham landmarks with amusing innuendo — helping the audience feel clever for sharing, and turning a serious topic into a memorable, shareable moment.
Let’s create some magic together
Halloween rewards bravery — both creatively and strategically. The brands that make a real impact aren’t afraid to be a little theatrical, to take creative risks, and to think beyond pumpkins and puns.
By combining behavioural science with bold storytelling and a clear sense of brand personality, your Halloween campaign can do more than just entertain — it can convert curiosity into clicks, engagement into loyalty, and short moments into memorable connections.
At Leopard Co, we help brands craft campaigns that cut through the noise — rooted in creativity, psychology, and strategy. If you’re ready to conjure something extraordinary, let’s create some magic together.