My shop is heavily influenced by old-school horror and monsters (it is in the name after all!), so I felt it was only fitting that my biggest sale of the year would be a 13 days of Halloween promotion. Because my shop is still in the early stages of development, I decided to mainly focus my marketing efforts on my most engaged social network, Instagram (@monsterno5).
The concept was pretty simple: I created a series of graphics and stop-motion promo reels to focus on the Universal Monsters prints in the shop. Each day I would post three times on Instagram (a complete row): one with a big, graphic number and two focusing on a particular piece of art and a quote or fact surrounding it. Additionally, I also wanted to create a gorgeous, curated Instagram feed that would slowly create a gradient effect as the colors changed slightly each day.
The marketing campaign was quite successful and the visuals were extremely well received. My Instagram engagement was higher than it had ever been before, and I added a huge percentage of new followers over the 13 days.
Select posts from each day are below:
On Day One I posted a stop-motion promo video in addition to the regular image posts. Each day I also posted an image vignetting the featured artwork for that day, such as the Bride of Frankenstein preview pictured above.
Day two also featured a stop-motion video, touting the new "It's Alive!" print, its discounted price, and how to get one.
Not every day included a video promo; on these days, I posted either a quote or a film fact related to the featured artwork.
And here we have an exception to the regular daily posts - this graphic was actually broken up into three "posts" using the app Instagrids for a row-wide collage. It provided a really cool contrast to the feed up to this point, while also creating some urgency that the sale was nearly half over.
This final post was also created as a row-wide collage; it was a great clincher to the campaign and provided a solid stopping point for the promo section in my feed.
To see the 13 Days of Halloween Instagram campaign in its entirety, visit instagram.com/monsterno5 and scroll to my posts from October 19-31, 2016.
