Spooktacular success for simple Halloween social idea

by Emma Lourie

Wednesday, October 28th, 2020

Perfect pumpkin proposition carves out digital win for much loved Scottish brand

Digital PR Mackie's of Scotland Instagram and Facebook giveaway competitition success graphic

DIGITAL PR experts at Holyrood PR have kicked off Halloween celebrations early by helping a client secure massive results with a simple, yet extremely clever, organic social post.

Every Halloween, Mackie’s of Scotland’s flagship parlour 19.2 has served up wacky and wonderful ice cream flavours to celebrate. We took to the drawing board to brainstorm how we could spread the same level of excitement and cheer with chocolate fans across the country this year, virtually.

The HPR team came up with the idea of a Halloween-themed competition and giveaway for Mackies’ devoted followers. What better than carving a pumpkin and filling it full of Mackie’s chocolate bars, then asking their followers to guess how many bars are inside.

The winner (yet to be revealed) will receive the same number of bars of chocolate, delivered to their home along with some ice cream vouchers.

The pumpkin carving was spectacular, thanks to an expert at the parlour, and helped us to capture that all important eye-catching image – enough to make the social post a screaming success and deliver a host of amazing results.

Highlights included:

Facebook Results:

  • Over 48,000 people reached
  • Nearly 10,000 engagements
  • Over 1,300 reactions
  • Over 2,200 comments
  • 313 shares

Instagram Results:

  • Performed 80% better than any recent post
  • Over 2,000 people reached
  • Over 100 reactions
  • 27 Comment
  • 4 shares and 3 saves

The reach of this post is over 50,000, which is amplified even further with the 317 shares to individuals Facebook pages and Instagram accounts – putting Mackie’s in front of new and existing customers.

This digital success highlights how to take advantage of a festive celebration and create a social media storm. Seasonal content has that sense of urgency and excitement which tends to make many followers enter and share instantly.

Giveaways are fantastic to grow your client’s following and reach a wider audience. They’re also an effective way to increase awareness and improve engagement.

A factor which plays a part in the effectiveness is how easy it is for users to take part, and in this case, we only required them to comment how many bars they thought was in the pumpkin – which doesn’t ask followers to do too much.

Are you looking to get your hands on some frightfully successful digital PR? Our team of experts are here to help

Getting in touch couldn’t be easier. Phone us on 0131 561 2244 or take a few seconds to fill and submit the simple form below and we’ll get straight back to you:

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    Emma Lourie is an Account Executive at Edinburgh Public Relations agency, Holyrood PR in Scotland

    Emma Lourie

    Account Executive, Emma Lourie, is a part of the award-winning PR agency, Holyrood PR - based in Edinburgh, Scotland.

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