---
title: 'Halloween Marketing: Spooky Campaigns from Top Brands'
source: 'https://youtube.com/watch?v=AdkZ0HbUpE0'
video_id: 'AdkZ0HbUpE0'
date: 2026-07-29
duration_sec: 4257
---

# Halloween Marketing: Spooky Campaigns from Top Brands

> Source: [Halloween Marketing: Spooky Campaigns from Top Brands](https://youtube.com/watch?v=AdkZ0HbUpE0)

## Summary

This Halloween special of 'Marketing For The Now' features marketing leaders from Open Door, Bailey's, Jimmy John's, Moonpay, Fiverr, Gallery Media Group, and HubSpot discussing their spooky-season campaigns. The episode dives into creative strategies, cultural relevance, and social media insights that drove viral moments.

### Key Points

- **Episode Overview** [00:02] — Host Avery introduces the Halloween-themed episode, promising discussions on the best Halloween campaigns and activations from various brands.
- **Open Door's Vampire Campaign** [01:45] — David from Open Door explains the 'vampire' ad: leveraging the insight that people have petty reasons to move, combined with Open Door removing seasonality in real estate, they created a funny spot about a vampire moving due to garlic-planting neighbor.
- **Learning from Social as Insights Machine** [04:47] — David highlights how producing 100 pieces of content monthly on social allowed them to test and learn, leading to the vampire concept. He emphasizes 'perfection is the enemy of great' and the importance of volume and iteration.
- **Overcoming Fear of Producing More** [06:37] — David advises marketers to stop fearing imperfection and instead produce more content to learn quickly, using social as a testing ground before scaling to other media.
- **Bailey's Halloween Activation** [11:17] — Julie from Diageo discusses Bailey's partnership with chef Amari Gishan to create a chocolate pumpkin spice cocktail, positioning Bailey's as a treat for Halloween and beyond. The activation generated 7 million engagements.
- **Opportunities for Established Brands** [14:36] — Julie notes that big brands like Bailey's have room to challenge themselves, learn from consumers, and inspire in new ways. She emphasizes the importance of authentic connections and flavor innovation.
- **Spirits Industry Trends** [16:55] — Julie observes brand innovation and tradition merging, citing Captain Morgan's 'Follow the Captain' scavenger hunt and NFL sponsorship as examples of engaging consumers in culture.
- **Social Media in Spirits Industry** [18:55] — Julie stresses the importance of being where consumers are on social, providing value through recipes and inspiration, while adhering to legal limitations. Social is key for listening and improving.
- **Jimmy John's Pickle Witch Campaign** [21:43] — Mya and Sue from Jimmy John's launch the Pickle Witch: a sandwich using pickles as bread, fronted by Snooki. The idea stemmed from social signals that Jimmy John's pickles are 'elite'.
- **Cultural Costume Trends** [27:50] — Sue predicts female music icons (Sabrina Carpenter, Charli XCX, Taylor Swift) will be top Halloween costumes, and notes the influence of pop culture on marketing tie-ins.
- **Moonpay's Crypto Expansion** [31:55] — Keith Grossman shares that Moonpay launched Venmo integration, which did more volume in its first week than PayPal did in its first month. He highlights crypto's role in stable vs. unstable economies.
- **Crypto as Stability in Unstable Countries** [36:00] — Keith notes that during Kenya's instability, Moonpay saw a 447% increase in Solana purchases, illustrating crypto's utility as a decentralized store of value.
- **Fiverr's Retail Graveyard Campaign** [39:30] — Sheri describes the 'Retail Graveyard' campaign inspired by Seinfeld's cursed location idea. Fiverr used freelancers to build a miniature city and offered credits to help small businesses break marketing curses.
- **Fiverr's Approach to AI** [47:30] — Sheri explains the 'Nobody Cares You Use AI' campaign, emphasizing that human talent leveraging AI produces results, not AI alone. Fiverr also launched data-driven Christmas carols for small business prep.
- **Cocktails Dracula's Daiquiri Viral Strategy** [50:36] — Justin and Ally from Gallery Media Group dissect the viral Dracula's Daiquiri: early launch, witchy theme, servingware appeal, and ASMR-like visuals. They highlight volume, testing, and repurposing winning content.
- **HubSpot's Relentless Relevance** [01:02:01] — Amy from HubSpot presents their new brand campaign showing how HubSpot makes marketing impossibly easy. Halloween content includes the 'scariest workplace personas' meme, driving high engagement on LinkedIn.
- **Cultural Relevance on LinkedIn** [01:05:44] — Amy explains that HubSpot targets elder millennials/older Gen Z by code-switching between business and consumer contexts, using memes and pop culture to stand out on LinkedIn.

### Conclusion

The episode showcases how brands across industries leverage cultural moments like Halloween to create relatable, shareable marketing. Key themes include using social as an insights engine, volume over perfection, and human-centered creativity in an AI-driven world.

## Transcript

through one of its biggest Transformations ever where this thing things we pay attention to but you get to talk to the brightest and best Minds in marketing on marketing for now hi Gary hey Avery how are you I'm
doing great how about you I am uh salty this Monday morning after the devastating loss but I'm GNA be hopefully this is going to get you about one of your favorite holidays yes I'm a fan I feel like you're a big fan um
Halloween text um inside joke for all those at vayer um and you know we've we love a good festive relevant campaign at VOR so I'm really excited for today's going to be covering some of the best Halloween spots best Halloween campaigns
and activations um from a bunch of our different brand friends um the first guest we have up here today is David from Open Door um David is an iconic marketer who um has you know led up many different teams and initiatives most
recently is the chief marketing officer at open door so you're going to host him here a little bit talk about uh some of the work that we're doing together talk about the the new spot featuring a vampire and uh and I'll be back in a
vampire and uh and I'll be back in a couple minutes sounds Gary how you doing thanks for having me I'm well well uh before we get going let
that are in the chat Dante good to see you Heath good to see you Jackie good to see you Jackie Blaze your partner in crime uh David for the few that are watching right now across YouTube and the other channels uh why don't you give
a little one minute background on you and open door and then we'll get into it open door open door is a simple certain and fast way to sell your home so essentially used to take months of hassle stress and staging to sell a home
and with us you essentially put your address into our site and you get an offer in minutes and you can sell in a matter of days it's as simple as that uh as far as me I have a background at creative agencies and moved to Open Door
about three years ago to take on the CMO role so having a lot of fun over here role so having a lot of fun over here and um bringing a lot of uh the agency skill set and way of working into the marketing role so get to work with a lot
of great friends and a lot of great skills um from uh from the prior life so um yeah it's a lot of fun very cool um what do you think has been the biggest surprise for customers who've used open door and what do you think is the
biggest misconception we're not understanding just yet from the customers that have not uh played with this incredible platform the biggest surprise that can kind of related is there's almost a it's too good to be
true so there's like an apprehension of like what's the cat and then when they use it our MPS schools are huge they're off the charts so when people use open door they tell their friends about it because it is as
their friends about it because it is as easy as as we promise and they're very happy with the result so that's kind of what you know that's what we're working with so a lot of uh the number one reason people don't use Open Door is
because they haven't heard of open door so it's really for us at this stage you know where're I would say we're kind of as sending to be an iconic brand so it's really about driving awareness the more awareness the more consideration the
more conversion and um and that's it the more people that convert with us the more they tell their friends about the experience and that's good for us uh everybody who's watching on YouTube and Linkedin we see you Rebecca Stewart we
see you helmet Bronco we see you um please leave uh your comments and questions and add your two cents so we can get the Vibes going David um talk to me about the vampire campaign I know there's been a lot of Buzz I literally
like when I'm going to a meeting or a laboratory they're like hey do you see the open door vampire thing so like clearly a lot going on yeah I mean thing I love about the vampire campaign like credit to the the Vaya team is so we put
about 100 piece of content a month with the Vaya crew and using social as an insights machine coming back one of the pieces of content we've been putting out is this idea called reasons to move and it was like small little Snippets of
like silly reasons people move which is one is um you know you see a spider in the bathroom reasons to move you see your your neighbor um Ms the lawn every Saturday morning it's irritating reasons to move well we were seeing that
bubbling up high engagement right so that was like okay this is an interesting creative idea people are liking it so putting the two together is from a business perspective we realizing with open door we can actually remove
seasonality in real estate because most people sell their house during spring summer because you need to Stage it and it looks better and people need a tour homes in spring summer with open door you can sell directly to us so fall and
winter that seasonality goes away so taking that that business Insight with two together was how vampire came to be which is we created the reason to move
which is this vampire is very happy living in her home in the dark she looks out of the window and her grandma neighbor who's a Gardener has decided she's going to um Garden for garlic and the vampire decides that's her reason to
move so whatever the reason whatever the season she decides to move we've also got a holiday version which is coming out in December which I think vampire is great I actually think the Holiday version is even better so you'll have to
of marketers uh CEOs CMOS listening people growing in marketing small business marketers and then obviously a lot of Fortune 500
marketers as we kind of you know it's October 28th as we're filming this so the end of the year between Thanksgiving and Christmas like everybody knows there's five six seven weeks of of of the year business-wise as you start to
get into that part in your mind what's the uh what's in hindsight the thing you the uh what's in hindsight the thing you most learned um this year or change your mind on if there's a if there's a there's a funny way given the context
of this interview if there's something that you interview if there's something that you think most marketers think is scary pun intended um that you've become less scared of because there's so much I mean
I mean I get thousands of inquiries on the changing landscape of marketing if the changing landscape of marketing if you reminisce about 2024 as a marketer at highest levels what is what was scary that is
less scary because you did it or if there's no answer for that as you head into 2025 what would you like to learn more of so it's less scary for you in 2025 I think it's the it's the age-old thing
of you know Perfections the enemy of great and I think there's the great and I think there's the the there's the risk of not producing and making enough I think you learn more the more you make the
more you put out into the world and I think social is the the you have this amazing ability to create volume where you can learn and adjust and improve so then you can take it to other media um and amplify it that was my great
learning of this year like I knew social I think to a degree I don't think I knew it as well as I thought I did but that was the great learning and then as someone who I think you can spend a lot of time planning your media plans and
think it's always important to remember the thing the consumer sees is the creative work and that is ultimately the message the consumer sees and so ensuring you're always prioritizing that is always it's such a funny it's a funny
dance with the two right creative is the variable of success but if they don't see the creative you have no chance for Success exactly so they're both important but I think there's often the of like a lot of time is spent on
where's the money going what does the plan look like which can often mean then you're going oh that's the over matific of marketing over the last decade exactly exactly and I think one of the things we did this year which I think my
team just did an incredible job with is like how can we produce great work but like how can we produce great work but be really smart on how we produce it so we produce some work in Peru keeping
high high production quality but lowering cost we were using AI smart to keep production down but so we could create really good work but we could keep volume so we could still test into the market to make sure we were learning
as we were doing and that doesn't mean you know hold back on all production there's a time in a place where you always have to need to spend to get quality but it was also a year where it was like okay sometimes you don't know
what you don't know and testing into this ality for us is like well we can we can have a perfect strategy but until you put the work into the market you don't you really don't know what's going to work so let's let's let's be brave
and make a few things and put them out into the market and and learn so um so that was it that was it it was like let's let's let's make more than we think we need while being fiscally responsible so we can learn and do more
of what works best and I think you know using social Smart in smartly and using it as an insights machine was was the big aha for us this year it's great brother well listen happy Halloween go enjoy it
contined success to you in Open Door awesome thanks Gary
this is ridiculous look what's going on here Jolly Jacko from V friends Jolly Jacko great to see you my friend Happy Halloween thank you for the surprise appear I was like what's going on what's like I was like is the tech broken nope
the tech is fine Jolly Jacko in the building thank you for the surprise Jolly Jacko happy happy happy Halloween that was funny all right Julie how'd you like that that was a little fun that was
that that was a little fun that was great that was very fun um Julie why give everybody a little H sense of Your World well first of all hi Gary good to see you again thank you for having me um as you can see here I did not bring a
something maybe even better season from Bailey's so I'm the uh SVP of marketing of vodka rum jyn and lur at diio and
what a treat to be able to celebrate spooky season with you and with a little bit of Bailey's to hopefully add a little even more to the treating experience for all the business nerds here is Halloween a real play for
Bailey's or you trying to enter that obviously you know I I mean you I'm not sure we even like talked about this I think once I mentioned to you but it was think once I mentioned to you but it was quick I mean Bailey in Holiday tin in
the 80s and 90s like when I was a kid working for my dad dad's liquor store it working for my dad dad's liquor store it is scary how much Bailey's was sold you know in the Christmas season like I remember when I really started to nerd
shocking percentage of all the bailees we sold in the year what happened during the holidays are you trying to push the brand up to even because at least when I was in the liquor store in the 90s it we weren't feeling the effects in Halloween
Thanksgiving into the holidays as you know obviously I think baile has grown a lot since you know over these last 30 years since then but is Halloween become a bigger pillar for the brand or do you
holiday overall and an opportunity for all brands well let me start by saying holidays in general are very important for Bailey's because Bailey is all about championing the joy of treating right so there's no better way to treat or to
elevate the caliber of celebrations in our world than without than with Bailey's however um why we're here today is probably this massive Jackal Lantern behind me um and Chef Amari gishan so we actually partnered with him as part of
our Bailey's chocolate lur platform and he helped us actually reimagine all the elevated ways you could use Bailey's chocolate lur and in this case the pumpkin spice cocktail which is endemic not just to Halloween but this entire
season so to bring this beautiful cocktail to life um Chef Kishon actually you can see a little bit here for scale made completely out of chocolate made it completely out of chocolate um so does somebody get to eat
it well none only that seven million people have engaged with this content um where we get to see him make this and enjoy the Bailey pumpkin chocolate pumpkin spice cocktail so you know we believe there are everyday moments to
indulge it's not just holidays um and you know to elevate your game with of of celebrating um and Bailey is here for it holiday or otherwise to nerd out a little bit I think it's great and I and the Pumpkin
Spice thing has been huge and to your point it's C I mean it's really I mean it's the kind of thing that can get start get introduced literally no as soon as we're out of Labor Day right and it gives you a real Pathway to the
holidays um just to nerd out a little bit back to the audience what um what are the biggest challenges on jumping on a new brand to manage as you've gone went on Bailey like what's the learning curve What's the culture differences
a professional well it's always an love that right that's that always gets me excited um I think big Brands and especially brands that have a long history like Bailey which is 50 years um
or Captain Morgan which is one of um my Brands you know there's just lots of opportunity to challenge ourselves get to know our consumers better and and try new things as your previous guest mentioned um I love that we're finding
ways to build authentic connections with our consumers um that we're inspiring them in new ways and listening and learning from them makes it fun um what do you think most people that are watching from a Bailey
standpoint what do you think most people are unaware of when it comes to the brand and and the occasions and and the really anything from your perspective well I think you know those who are big
fans know this but I think there's a world of flavor um to explore with baes we have you know a a large range of different flavors whether it's s'mores or churros or chocolate or original Irish Cream which is you know our main
stay um that's allows us to enter a myriad of treating occasions that's why are the other flavors that you just mentioned lto limited time offers or they Main Stays some are permanent some are lto um and we're constantly
makes it exciting right it allows us to help celebrate every day uh with consumers as part of their lives it helps us to elevate you know an everyday cocktail to something that's a little bit more of a treat yep um and you know
that's why we're very happy about the holiday season but also happy to find these moments for adults to enjoy like Halloween I love that and what about you know obviously your your SVP marketing of vodka rum Jin Lor like you you got a
broad scope just again for the business and marketing nerds what's what's your take on the State of the Union of the overall Spirits market trends challenges out for as we go into 2025 things to take advantage
of I think it's a really exciting time um I think brands are very very smart I think if you are um in the spirits category there's a lot of innovation happening but more importantly um tradition stal warp Brands like some of
the ones I work on are finding new and more exciting ways to connect with consumers um so for example take you know Captain Morgan um Captain Morgan has been having an exciting exciting year um we are entering my favorite time
of the year after Halloween which is the friendsgiving season it's the time when you can rally your crew together um have some Adventures have some fun and we are there for it with Captain Morgan with some exciting you know inculture partner
ships and collaborations that we know are going to be really um valued by our consumers more importantly we're about to get into the heart and the meat of uh to get into the heart and the meat of uh NFL season and as a sponsor um which I
Captain Morgan we're bringing back our epic um scavenger hunt follow the captain for its second year where fans all over the country get the chance to follow the captain for experiences and prizes and even a Tob announced collab
know you have an affection for um which kicked off just yesterday and the only way for folks to participate in this is by following the captain as part of this whole campaign so it's really exciting um you'll see us Super Bowl weekend in
New Orleans where we'll be you know surprising and delighting um on the ground in New Orleans and all season long Julie as a Jets fan can we please not talk about football today like back to Halloween back to thank you so much
to Halloween back to thank you so much darling La last Point social media um together on some of the stuff on a couple of the brands do you feel the spirits industry is starting to wrap its head around the
importance of the channel um your perspective on it the evolution of it other Financial Services they're always going to have a little bit of a nature anything that stands out between spirits and social these days yeah I
think social is incredibly important because it's important to be where your consumer is so of course there are certain places you we cannot be but we would not be where we cannot legally be because that would be irresponsible of
course so um so I think it's incredibly important way to continue to engage we provide a lot of um value to folks when it comes to recipes creative inspiration with some of our brands in Social that is that is key and I think it's an
opportunity again to listen to our consumer hear what is valuable to them consumer hear what is valuable to them understand them um and and get better as a consequence I love it Julie thank you so much for being on congrats on all
your success soon cheers Avery Julie thank you so much that was amazing and all by the way everyone who's watching this if you have not tried Bailey's Halloween cocktails like run to their Instagram
get all the recipes and the churos flavor like I literally watched somebody at flyfish club uh or no it wasn't flyfish another place lose their like literally I stopped my I was having a meeting at a bar conversation I had to
turn and just could not believe the general excitement of that individual on tasting it for the first time jul I really like I I wasn't fast enough on the phone to like capture it for like content it was we can recreate the
content it was we can recreate the experience Jo I honestly I'm sure it's you would have thought there was like a million dollars inside the liquid oh Bailey's lto are hot there's like a gray Market it's a whole thing Bailey's lto
run to the stores try your pumpkin spice get your Halloween the chat has exploded more about this one moment so far uh than any other moment so far in the definitely a Bailey's limited time offered flavors cult bu building and
kudos to y'all well good news is Bailey's chocolate is permanent so you can find it all year long cheers we need a special baile baile chocolate cocktail thank you Julie um that was amazing everybody Bailey is the best um and who
we're about to bring up is one campaign that I'm so fired up about um if you love pickles if you love uh Snookie if you love sandwiches you are going to love this segment Gary we're gonna let you go um white Warrior tear for the
Jets because we have some um amazing ladies who are coming up here gonna welcome MMA Johnson who is our ecd um who worked on this incredible campaign and her partner in crime um Suz from Inspire Brands and uh and Jimmy John so
over to you wonderful ladies I'm so pumped about this campaign yes thank you so much um and thanks for joining us Sue so happy that you're here so happy to be here oh my gosh and what a fun one this
is today is the official launch of pickle witch so if you are hearing this John's and you have to try this this is amazing um and one of the most influential people behind this new offering at Jimmy John's is the fabulous
suzan de roshi who's joining us as senior director of social activation at jimmmy John's thank you so much for being here today sus thanks for having me yes we're so excited for the launch I saw that a lot of the Vayner media folks
ordered some pickle witches today um and we have been doing the same at our office and the social Buzz is insane ah I love it I'm so happy that it's finally live so now that it's out in the world um can you give us a little bit of the
spooky details like behind the scenes of how uh you and the team actually got to this idea of pickle witch as we enter Halloween week absolutely so the pickle Witch is something that I've been dreaming about for a few years now I
mean as you can imagine Jimmy John's sandwiches Jimmy John's pickles like to bring the two together is a dream come true but we had to really figure out the right moment in time and I thought spooky season was the perfect time
because we teamed up with you guys at Vayner and we were able to work with iconic Snookie who's obsessed with Pickles to be our pickle witch and it couldn't have been more perfect um it lended itself perfectly to to a holoween
knew that we needed um we definitely needed it to for sure for sure um I I love that you talked about the the role of sunky in components so there is this new sandwich
sandwich even if it's not on bread it's a sandwich I promise um the internet's debating um it's a new sandwich and also there is this new series like Sue said surrounding it starring The One and Only Snookie so obviously you and I are
Snookie fans we've uh we've been Jersey Shore fans for a while but do you mind sharing with our marketing crew at home how and why we picked Snookie to be the face um and ultimately our pickle witch right so you know even if you're not a
Jersey Shore fan I think everyone is familiar with who Snookie is um but in her past Jersey Shore days she was historically known for drinking pickle juice straight out of the jar when she was hung over eating pickles whole like
no shame um and so really she she was the first one that popped into her Minds as being the lead for this role I think you know it was it was aspirational for us to dream of Snookie because so we
started to explore more like Halloween spooky season cohort creators that could lean into that and you know Snookie just kept coming back to us like have to we have to use you can't forget Snookie right forget her so and she like iconic
Snookie witch in costume with the witch hat hat with the green hair um and she loves pickles more more importantly so I think um Snookie was a musthave for this series she was a phenomenal actress even though she's not an actor um she nailed
it you can see her content live on her social channels now and she's been great to work with oh my God she was incredible to that point just is like a little fun behind the scenes marketing thing um when we cast her we were like
you're the pickle witch and she was so into it and we said hey you know when you come to set obviously we're going to give you a costume wardrobe things like that she came to set with green streaks in her hair because she was so committed
to being the pickle witch so we were like oh this is we we knew it was meant excited she brought Joey her makeup artist she did the green ey Shadow I think she was nervous about the makeup but you know after it launched everyone
she really leaned into the part it was great oh yes fantastic so yes if you haven't seen Snookie in her debut as the pickle witch please check her out it's all over jermy John social and
definitely on uh a couple sites near you I think um the campaigns made the rounds it was on people this weekend the Today show um it was even picked up by complex over the weekend which was like a huge win for us so so big we've got over a
billion Impressions far and we're just kicking off the campaign I know it just launched today which is Banas or pickles I guess it's not bananas um okay so some some fun rapid fire uh here at the end um
been super excited about from this year's Halloween campaigns all we obviously we talked about Open Door and their Co vampire campaign anything else you're loving I am loving Duncan's Spidey D content yes oh my God I'm
obsessed no they did a fun takeover with Spidey he's on their little cute Halloween donuts and spidey's got some attitudes so I know started to pick up on his content we decided to play around with our pickle witch um and started to
do a little like back and forth romance between Spidey D and the pickle witch kind of took on a life of its own but yeah having a lot of fun watching Duncan in their spooky season do I sense a pickle witch part two coming up I there
should be I feel like this is taking on a life of its own I know um so we'll maybe this is like the Valentine's Day continuation like there's a Little Love Story there I don't know I think I think so Mya you're on to something you never
know uh okay this is a fun one and I'm dying to know what your answer is to this so if Jimmy Johns could go trick-or-treating as anything any costume what would it be I mean it would have to be a pickle witch I that's what
I'm gonna be on Halloween so I think we are actually inspiring real costumes just all you got to do is throw on a green sweatshirt put on a witch hat and heard it here first this is the costume of the season is a pickle witch so we're
only what three days away if you don't have anything grab your sweater a pickle to go hottest costume on the market um to that point what do you think because you um for those of you that don't know Sue
she is not only an incredible marketer incredible person she is a cultural m so I'm very curious to know from you what do you think is going to be the most common like cultural theme costume of the year what do you think is like
gonna be that thing that we see on all of our social feeds on Friday morning of our social feeds on Friday morning any female icon in music is what you're gonna see anything from Sabrina Carpenter to Charlie XCX Olivia Rodrigo
is that what you're going as are you going as uh I got to be a pickle witch but if wants to dress as actually you know know our um VP of IMC Kate Carpenter yes well her last name's Carpenter right right yeah like leans
itself very well her daughter is gonna be Sabrina Carpenter and lean into that I am Sabrina and wear a tool belt so I think there's going to be a lot of fun and of course you know you you're gonna have the swifties out there with Taylor
Swift and Travis Kelce um I already think that the kid that dressed as the backup dancer one of Taylor Swift's backup dancers yes oh my God I love him sweetheart super cute love that oh my God I love that I also have to say I'm
that like people think that Charlie XX invented Brad green actually Jimmy John's invented Brad green because we've had pickles on the menu for years decades so I'm just saying we should get a little credit there okay and M on that
dissect what is a pickle witch we know there's Snookie we know there's the share where this Insight came from and exactly what a pickle Witch is of course with the fact that Jimmy John's pickles are Elite um this came from a lot of the
signals we were seeing in the social uh content that we were doing where people are like look lots of restaurants have pickles but Jimmy John's pickles are Elite like that word exactly is what we saw people saying we were like okay so
thing yeah you can go to Jimmy Johns to get a pickle on the side but what if you get a pickle on the side but what if you could make it your entire sandwich so John's and instead of bread like who needs carbs like we're all we're all
keto now anyway right it's 20 24 um you're going to take that giant juicy Jimmy John's pickle cut that puppy in half and you get all your meat your cheese your veggies on the inside um in between two delicious crunchy Briney
slices of pickle so that is the Jimmy John's pickle witch anything you want to add to that seus you nailed it we've got two builds a veto and a Turkey um so the veto is one of our most popular sandwiches and so we turn that into to a
pickle witch and the funny thing is M when we launched the Snookie video we got so many comments of like is this real you know we had the like the lore of the real right so people were were questioning they were thinking it was
like an early April Fool's Day is this real and then when we we launched a carousel uh the next thing we launched was a carousel of the types of pickle was a carousel of the types of pickle witches it received 2.4 million views
following that Snookie video because it validated the fact that this is a real thing and that people can get it in let's go yes that's what we like to see you're just giving the people what they want they want pickle witch you all tied
it together in a super relevant way and amazing to see all the press and pickup thank you so much for joining us in marketing for the now thank you thanks marketing for the now thank you thanks for having us okay next up um we do not
friend of aayers Keith grman who's going to be joining us Keith is currently the um president of Enterprise at moonay but Keith you've done a lot of things you've seen a lot of Halloween campaigns tell us a little bit about yourself I I don't
even know how to start following the pickle witch conversation I gotta tell you the only thing I would say is uh first it's half my Instagram feed I said that to you like it is everywhere and it was awesome just to hear them talk a
second ago between M and Sue about um like all that has gone into it like I feel like I fully understand my Instagram feed right now for the first Instagram feed right now for the first time second the idea of vday pickle
witches is terrible vday pickle breath would just Quil like I I couldn't please stay away from vday pickle breath yes um but but I yeah like what what can I
answer Avery like I that was a fascinating conversation I just you're always up to fascinating things too um before this role you're the president of time you've done a bunch of things sort of iconic and in culture um and what I
wanted to ask you a little bit about is one what you're up to these days and two some very big announcements um that you all have had that is I would say more on the treat than on the trick side uh in your current role in moonpay yeah look
I've been at moonpay now for almost two years um and it's wild right um one thing and if I can Avery when I was at time and I don't know if you even know this story and I launched time into web 3 do you know the history of what Gary
did for me did I ever tell you this I don't know don't know maybe this is a great place to tell this story publicly so Gary launched V friends as everyone knows and it was
incredibly successful and when he did it I was so fascinated by what he did and other for a very long time for people who don't know me I I need to like understand how things work so I start to dissect them and so I took vriends and I
to a spreadsheet and it was the inspiration for time pieces right that we were taking out and about a month before we launched time pieces um I had before we launched time pieces um I had this my vriend spreadsheet on my screen
and I sent Gary a text and I said I want you to know something um I dissected vriends and I see exactly what you did and in a month's time I'm going to launch something at time and I promise I will always give you credit for it and
um and do you know what Gary's response was to my text he said what did you learn right was like the greatest thing and so I walked him through like what I learned but throughout all of it he was always so wonderful to me so that's why
need I will always anything for the Vayner family well thank you for saying you're up to now um you guys had some huge announcements last week tell us huge announcements last week tell us about that sure so um you know in the
past few months we started to work closer and closer with PayPal right and about two and a half months ago we launched uh PayPal into moonay and moonay for PayPal customers right giving access to all of the um great sort of um
venues that PayPal gives you know access into um last week we launched venmo into the crypto ecosystem and that was unbelievable right because um PayPal's one demographic venmo is another demographic um and what you see you know
is um all of these communities all of a sudden getting access into you know access to but being able to bridge the current way in which they um have a relationship with money with sort of these new asset classes and you know I
personally like venmo because I use venmo and it's so personal to me um was just such an exciting one and to give you an idea I just saw um some numbers um we're not even fully rolled out to 100% of of uh users yet on venmo the
first week of venmo being live to a small subsect it has done more volume than PayPal did in the first month wow live um and this is just I think a great Testament to sort of the excitement that um people have to being able to access
the timing of this launch like you said you've been there for two years this on for a very long time I know your mission is to bring you know make crypto accessible to is it a billion users I think that's your target right
planet there'll be seven billion users like I okay seven billion users got it as you know don't even have access to clean water let alone internet let alone um crypto but hey that's one step at a time right um yeah I mean here's here's
up is like they don't have access to clean water running you know like electricity you know and whatnot um a lot of people don't understand crypto right in countries that are very stable right countries like America regardless
is very stable at the end of the day European countries very stable um uh a European countries very stable um uh a few months ago we saw in uh in Kenya uh when there was a little bit of instability um Phantom one of the
wallets out there was on the ground actually um showing people how they could uh purchase salana to sort of pull out of the sort of local currency and into a decentralized currency and um when asked our team to look at what are
the volume flows into salana at moonpay which is by far the largest on-ramp in the world um month over month in that month we saw those numbers increase 447 per. right and so um if you look at places like Venezuela um where you're
seeing incredible sort of fluctuations um you know I think it was 6% of their GDP was remittances and like the number one area that's going to solve that coins and provide proving access to
access in unstable countries to running water by the way not as fascinating as water by the way not as fascinating as pickle witches but right integral to so Keith it's so interesting to hear sort of what you're up to this is a big
mission and you're really chipping away at it um for those of you guys who are of thing be following along what Keith and his team are doing at moonay it's really do not underestimate Keith as one
thing I've learned uh over my career um he's always working on something big and this linkage with PayPal and venmo um is just an example of that that I'm sure took a lot of Blood Sweat and Tears and Keith Grossman negotiation but Keith
dressing up for Halloween what would you guys how would you go dressed up trick-or-treating well okay so you have to understand right like if you asked that question to Ivan you know our co-founder and CEO um the answer would
be something very cool if you if you ask that question to me you get something very very dorky right and so I'm going to go with the safe bet and I would say to go with the safe bet and I would say like like I might dress moonay up as
Snookie right after listening to the last one I love it amazing um and Keith what are your what interesting things are you seeing in the world of Halloween so from from a moonpay perspective and this this one is
actually fascinating when you asked me about like what is Moon doing um for Halloween um from an internal perspective obviously like we're remote start to you know aggregate around
London and New York um and we obviously do the costumes um oh I love this this do the costumes um oh I love this this is but um uh October 3st is actually the 16th anniversary of the Bitcoin white paper wow okay so maybe you dress up as
Satoshi a white paper maybe yes and um you know for us like we're going to do a lot of Halloween celebration around that anniversary tying it into Halloween and so amazing well Keith you brought up V friends at the beginning this is the
Jolly Jacko character for those of you who missed it at the beginning um this is the Halloween inspired V Friends character called Jolly Jacko Keith thank your story Jolly thank you for your second Cameo um let's bring up our next
guest here um we actually have uh Sheri hman who is the VP of brand at Fiverr I saw your campaign and I thought it was amazing um so thank you for joining us tell us a little bit about yourself so hi thank you for having me I'm happy to
be here well I'm Sheri Helman I'm the VIP Global brand communication at VIP Global brand communication at Fiverr um and we're all about helping small businesses Thrive and this year we tapped into it through the Halloween
moment that is amazing so the I believe the campaign is called the retail graveyard tell us a little bit about like one that insight and two how it came to life well helping small businesses Thrive through a strong
digital presence is one of of our you know main objectives at Fiverr so for our creative internal team it's always a priority it's always on the table and they're always looking for ideas of how to communicate this message uh so they
came up with the Insight with inspiration from actually Seinfeld which was it where he speaks about those like in every city and in every neighborhood there's this one location that no matter what they open there it's
always like failing whether it's a pet store or a um we all know those you know we all know the cursed location so the creative team came up with the idea of let's use fire Freelancers uh with digital marketing to help those
businesses break the curse so we led the Insight great so we had you know for having like a great idea you need to have the great service which we have a great Universal Insight thank you Seinfeld for that and then to connect it
with the right cultural moment so when thinking about Halloween it was kind of like the perfect fit the time of the year where breaking the curse is you know is super relevant so that's how it all came about amazing okay and um you
cultural relevance and Halloween was this something that sort of just serendipitously came together or was Halloween a place that fiber has been necessarily played for a while in Halloween I think that the search for
the right moment for this Insight brought in the Halloween theme and I think with the success we had with this spot uh because we also initiated an activation where we offered Fiverr credits to small businesses or people
who know other businesses that need help and then we can help them with with a with our Freelancers on the platform so I think we definitely are going to look into this time of the year uh moving forward especially because it's such a
forward especially because it's such a fun time pure 100% people people love a Halloween moment kind of like links to it it's fun it's friendly you know we're we're well before election period we're also well before holiday so it's like
talk to me a little bit about the activation I just saw the campaign I didn't realize you guys did a physical activation as well where did that happen obviously you guys are a global brand
partners and Freelancers from outside of the US um talk about the activation piece so yeah so obviously it all happened on social which is where everybody lives uh and it's something we do very often like I think part of the
storytelling and you're right that Halloween is a great moment for there's a lot of appetite for this type of Storytelling it's also about walking the the walk and and helping those businesses and proving the case that you
can uh Thrive with the help of Freelancers so this is something we do on an on uh often with a lot of campaigns that we're doing and we usually like to document uh you know all those success uccess stories and also
another thing that we uh uh always uh doing that in every thing we do we always incorporate our own community of Freelancers with the creation itself so even this spot specifically the the retail graveyard was created what we
called made on Fiverr or in this specific case it's literally handmade on Fiverr uh because we work together you know when we looked for like how can we make an execution that would be an eye candy speaking of Halloween uh then our
creative director Amy he suggested we'll we'll partner with uh two artists that are part of our community their name is true twins which are not truly twins apparently but they're very very talented and their expertise is to
create this miniature worlds so with their help you know I think they worked with uh for about a week with a team of of eight different artists after designing the whole city like a miniature City uh with an
architect I think the size of the city was about like six by six foot uh to was about like six by six foot uh to give this you know feeling of uh I would say inspired by a team Barton The Nightmare Before Christmas type of vibe
Nightmare Before Christmas type of vibe or Gotham City or uh Beetle Juice um and and to create something that would stand out and look differently and would also be something we can be proud on on something that was made on Fiverr
so I think that's really cool and a lot of people who listen to this show they're marketers themselves often working with different agency partners very often working with vayer but sometimes not um talk about that process
of briefing in different Fiverr creators and artists I think that's such a unique thing that I see a lot of small businesses do they you know use Fiverr for helping with everything from ad copy to concepting to design and production
um but for a Big Brand you really like eating your own dog food um when it comes to to using your product itself how do you go about identifying those Fiverr Freelancers and you know what was that process like for your team yeah
not alone I think we're seeing a big trend of of increase of you know the world first of moving towards freelancing and also on the Fiverr platform we have a lot of uh customers which are large organizations and I
think we're going to see more and more of this the same as we have today this hybrid way of working a remote versus uh in office we're see more and more hybrid workforces and we see it today of you know company has their own internal team
and every time you need uh either to expand your team or you're looking for a specific miniature World build something need I can give you another example we just recently launched a new campaign called nobody cares you use Ai and which
AI is you know it's like the big uh two letters that everybody discussed and the the campaign was created both with live action n AI creation that was generated
by uh you know we we found the the gifted AR artist that can uh uh do the work for us and so I think because for us it's almost like an ongoing thing
platform and with our own community so every time based on the work and based on the need we tap into different uh capabilities and talents amazing so um Fiverr is heading next from a brand standpoint you mentioned other campaign
something big for Holiday what's the sort of strategy going into the back part of the year yeah so now we're in the hype of the latest campaign of of nobody cares that nobody cares AI yes because I think speaking of cultural
moments like Halloween and cultural conversation obviously with the AI everybody's uh on one hand anxious and have this foma of what's going on how is it going to affect me what's the new tools on the other hand there is a a
certain level of fatigue from that conversation right of hearing about it and I think after seeing some of the behavior on our own platform we had the Insight that at the end of the day you know results matter and if you want to
really to have great creation you need the human talent to leverage the technology versus looking at the technology as a replacement so this was the idea that came that so this is where we are right now in terms of the uh
current campaign and looking forward you know shopping season for Fiverr is already started because we are into helping small businesses yep our job is to help them prepare for the shopping season so we launched already a a new
some of the data that we got from a recent shopping research that we do every year and we just took those data points and turned them into Christmas carols um to oh that's fun we're pulling
people are saying are you using with AI or a little combination of both this was a bit of a of a this was actually mostly live action with a little bit of combination because some of the data is referring to AI yeah but I think it was
fun to use again speaking of culture and and and you know uh consumer mindset taking the this very um catchy you know Christmas cars that we all know and like and and using the data that we have to drive business owners to tap into Fiverr
Freelancers and to help their business amazing seems like Fiverr is on the ball Halloween and the retail graveyard to this new Christmas Carol thing to you wait to see it and Sherry thank you so much for joining us on the show thank
much for joining us on the show thank you so much every enjoyed it all right inspired I cannot wait for trick-or-treating for holiday season um bit different where we actually do a deep dive into one of our own properties
um Vayner x uh part of our family is Gallery Media Group and they have one handle that is very viral when it comes to Halloween um and that handle is at Cocktails so I wanted to do a little case study where we bring on two of the
leads uh who are sort of creatively and production-wise making all of this magic happen um so with that we've got our wonderful friends from Gallery Media Group uh Justin and Ally can y'all introduce yourselves and say what you do
uh at GMG for sure Justin you want to go first sure um I'm Justin Goldberg I had our social video team at GMG and so that runs you know recipes cocktails pure wellow moms and ball players and I'm
sure there are others that I am missing but yeah and I am the senior director of social strategy at GMD so overseeing the strategy side of all those handles that Justin mentioned um both editorially and on the Branded content side but Justin I
work hand inand on on everything we push out on our o Ando and you all are the manufacturer of many a viral um you know aptly named so uh can you give our understanding of like how we determine a viral and um then let's let maybe we
examples of ones that we've made for the holiday season and the Halloween season relates to Halloween and I thought it'd be a perfect time for you guys to kind of dissect what actually goes into making these so give it give us a peek
under the hood yeah um we can reference one that recently went viral for Halloween which was the Dracula's daquiri and I can touch on the strategy the the creative thing Dracula's Dairy okay amazing so this was a viral how did
okay amazing so this was a viral how did we do it so um It's a combination of both the creative and the strategy side but a few things that we try and focus are our known truths about the audience like what would we historically see
perform well on this handle um so one with like cultural moments and Halloween far ahead um so summer cocktails are live in August um the earlier we launched this stuff the better it does
iterations of formats and flavors that we know the audience loves and then for that seasonality moment like how can we make it wichy or spooky or Smokey I feel like witchy is a big thing this year right like maybe L to BR but everybody
wants to be witchy witching our Co and whole thing yes um the Dracula de in specific um that one got 1.7 million views 22,000 shares 24,000 saves so like
just really insane numbers 24,000 organic saves of a piece of content that we made and we made that because we knew people are like sort of into this idea of cocktails for Halloween maybe they're having Halloween parties etc etc um we
wanted to make it witchy and then I wonder if 24,000 people are actually G complicated recipe uh we do try and stick to more minimal ingredients but yeah some are a little bit more more advanced um but
about the audience of why this one did so well we know they love daquaries no daquaries when it's snowing outside or in the summer like people love that they love seasonal Twist on like classic Cocktails so a daquiri how can we make
it more Halloweeny and they also love frozen drinks and similar to daar like they love frozen drinks winter spring fall summer doesn't matter um but yeah remixing a version of that classic cocktail and putting a spin on it you
want to try it but also like people who want a sense of familiarity um they also like that for a party or whatever it may be um and like I mentioned with us
launching that content as early as possible um right in September 62% of our viral content um was tied to Halloween or Theon wow okay so seasonality makes a huge difference in things like at cocktails content like
maybe they're hosting parties maybe they're entertaining maybe they're just looking to create their own viral moments exactly um so that's a bit of the strategy side but Jesse can also tap more into the visuals yeah totally I
think like obviously knowing all of that we' think okay well everyone's gonna if we do all Halloween content it's all going to go viral obviously that is not separates this specific video I think apart are a few
different kind of production visual cues that we use like the gra the servingware viral piece but it's like really interesting our audience is really interest interested in in serving wear um they're interested do you mean by
that Justin like what do you mean by serving wear So like um really interesting things to hold uh whe whether that's um cocktails or food in and someone that someone could possibly purchase on Amazon or purch
haven't seen something unique um and so that will tie your eye right there when you especially if you're opening with like a little cauldron a little or like like a goblet but like all kinds of
the vampire gummy teeth that we had that like the garnishes really set the things apart so um you see that right up at the top of that video and then you see a pore as well like that red pore and it's just like so vibrant and I think like
all of those things combin and those garnishes in the first like beat I say like beat like the first one to three seconds of the video just um pulls you in and then there's like a couple things in the background um that you don't want
want to give that festive Vibe so like in this one like there's some simple but subtle Halloween cues in the background and I think that also drives the context Halloween video like let me stop because I see that in the background but it's
kind of subtle um subconsciously so you know I think those things and obviously shot on an iPhone so like it's easy to make for our team usually um and the
okay this is like something that I could potentially do at home or shoot at home and there's a lot of creative Direction a lot of experience that goes into creating a viral that has 24,000 organic um saves so I don't want to
underestimate that but I do want to sort of ask you all if for a lot of our brand looking and listening and learning um what are your tips for sort of creating you just mentioned that you're shooting this on an iPhone so equipment is not
going to be an excuse but what are like maybe three tips of how to actually go viral um you know for for our brand friends who are listening to
on the strategy and the creative side um but something that we've been you know put into our brains Forever at Vayner and at GMG is obviously volume um that gives you more at bats one for V virality and two for insights and
learnings which is like the more important part in my opinion um we're learnings with our strategy team the creative team and across everyone so going forward um but yeah we're just constantly learning like and testing new
flavors new formats and finding really what our audience leans into um for example like we know our audience loves April spritzes they love ice cube like April spritzes they love ice cube like different ice cubes uh shapes love
pickles so we make every iteration possible of that drink or that flavor or we just keep doing doing doing testing testing testing and we see so many viral
wins because of that um and just constantly leading to those things that are working um we're also constantly AB testing so identifying a theory or hypothesis and executing a test and sharing that learning across both teams
underperformed and we're like okay let's always goes well which is like send this to the person who X or the person who to the person who X or the person who sent you X um and we put that that text
hooks yeah different hooks different uh visual opening hooks um but really kind of beating them till they're till they're dead um and then also we try to make the pieces of viral content that that really take off we try to give them
a longer life um so how can we take that piece of viral content and turn it into another piece of viral content um one thing we've doing a lot on purewow and Cocktails because purow audience really also loves alcohol um is doing collab
post and we take like three viral cocktails that had a similar thing so like say they're Halloween cocktails or appall cocktails um we make a cover three cocktails and we put like a little headline on it and then the next three
slides in the carousel are those viral videos and those carousels are consistently going viral um so just giving it more life and just kind of recreating those winds um some ways we've seen some I love it really like
different formats what starts as a video can turn into a carousel can turn into a piece of digital you know content on P .c um Justin what are what are some of your tips I was going to say like I mean Ally always has hammered this in my head
is like you're serving your audience the same thing that they love again and again and again until they get sick of it I know that sounds like it's not rocket science but it is like so important I think for for us um filming
with like those visuals those first view visuals in mind is always top of mind visuals in mind is always top of mind and like I'm you hear my team like in the back of their head like is it enough to my attention in that scroll right and
you're dealing with food you're dealing with drinks like those things are going to be crucial but also like you want to make sure that it doesn't look overthe toop cheesy too where you're at the very end like oh what is that and then you're
that so I think there's like that really thin line that we like to tread at cocktails where is it is it really visually interesting and fun and can it visually interesting and fun and can it like hold my attention but also like can
I still engage with this and think it's classy um and I so I think those are the things like lighting and how are we opening with sound are we opening with ASMR type of sound where we hear a really interesting por a smokey yeah
exactly um and I think obviously you don't want to overdo that but I do think capturing your audience's attention pretty quickly I think you all have done watching marketing for the now go check out at cocktails and many other handles
some of the this Dracula uh Dairy really caught my attention um and clearly 24,000 people who wanted to save it millions of views all organic um this is really understanding what your audience likes creating for them and as you all
which is a key Insight more on the ice so much for joining us on marketing for the now I think we'll do more of these little like case studies into the how um because I it's it's so interesting to
get very practical but we saved one of the best for last um and I'm really excited to be welome coming up at Amy Marino who is the head of uh brand globally for HubSpot hi Amy how are you hi Avery good to see you so nice to see
you um Amy you lead the team at HubSpot that's responsible for the sort of relentlessly relevant customer platform for scaling businesses for helping to simplify marketers lives so you're the literally the perfect guest to have on
little bit about you yeah of course um so I've been at you yeah of course um so I've been at HubSpot for about three years now um as you mentioned uh I'm leading brand marketing and social over there um and
that is our goal just to be relentlessly relevant to this audience of what we call our upm Market decision makers so these are business decision makers um at these are business decision makers um at companies about 200 to 2,000 in size and
really speaking to them like humans and connecting with them emotionally which if you can believe it is pretty pretty unique for our category so that's what we're here to do all day every day um and prior to this I was at American
leading various roles over there in global advertising and brand management as well I mean you've had an amazing career I believe you were named um one of the most creative people in business by Fast Company your brand innovators 40
you've done the whole thing but we're here to talk about Halloween and we're relentlessly relevant work that your team has done um for or uh you know have been cooking up at HubSpot for this
year's Halloween campaign yeah so actually we just launched a global brand campaign just a couple of weeks ago that is I don't know but it's actually kind of a play on what marketers say is super scary for them
which is trying to juggle all the things so if you're a marketer today you're sort of switching between creating content to managing campaigns to analyzing campaigns and what we're hearing from a lot of folks um in this
community is that they're doing all this work but they're actually coming up short when it comes to impact on the business so despite marketers being spread so thin our series of spots and our social content that's out there
right now is showing how it's actually never been easier to create content that breaks through and campaigns that drive revenue and have an impact on the bottom line when you're using HubSpot um but since we're here to talk about Halloween
as far as Halloween specifically our team has some really fun posts planned that we've started pushing out already um and our Halloween content but really all of our culturally relevant content in general what we see is that it
performs really well because we work to make it highly relatable um and it's really developed to draw an emotional reaction from our audience and I don't know if your listeners know this but um we actually work with bner to do a lot
of that work so um kudos to the full team yeah absolutely well we love working with you all I was just thinking about this post that um was on the talking about like you know shrimp posture which is something that I mean I
you're trying to Target and I know exactly what that is of like you know you're not your posture is not all right um Amy can you tell us a little bit more have not seen it I think it's amazing and like super relevant and it does kind
of have this like spooky aura I don't know if that was um strategically timed or just sort of so happened but I've seen the work it's amazing what sort of um what kind of reaction have you had from your audience um upon launching
campaign yeah we've had a really great reaction I mean the campaign was really created to draw that jux toos between life when you're not using HubSpot and
what life feels like when you are using HubSpot so that notion that again marketers are on the hook to do all of these really impossible things um and to
deliver you know higher Revenue than ever before um they're under a lot of pressure to do that um but HubSpot can really make what feels impossible impossibly easy um through our products and services through our new um Suite of
AI products which is called Breeze um and we're getting some great reactions from folks in Social we already seeing some really good breakthrough and brand lift um in the channels where we're running and so like I said we just
launched this a few weeks ago but early results um look really good and we've got some great momentum going into Q4 amazing I think like the Halo of that relevance of a lot of the content you all are doing on social really is
breakthrough and you touched on some of the sort of Halloween inspired relevance posts um I saw a couple that were were really good including the sort of you know Halloween costume that's super relatable to all the in office people um
any uh insights from you all on on how hubspot's able to effectively lean into cultural relevance to sort of spark um spark a conversation whether that's happening on platforms like Instagram or or platforms like
LinkedIn yeah so right now for us and also for our customers we're all pretty deep into Q4 um which for any business is really a make or break time of the year um and for our customers we know that they're trying to bring those deals
over the line um before 2025 um but you know at a macro level there's also a ton going on from a cultural perspective so there's obviously the holidays that we play into like Halloween and Thanksgiving and
Black Friday but there's also these really fun internet like cultural moments that our audience looks forward to where we can play as well so think things like Spotify wrapped or getting ready to play into um 2025 astrology
content as an example we really understand um our audience of Elder Millennials and older gen Z's really well um and we try to in Social mirror
the code switching that they're doing between their role as you know a business decision maker um and their role as a consumer by acknowledging pop culture and Trends and speaking to them like they want to be spoken to
understanding meme culture kind of doing it with this twist um of having a business context so we know that um they index really high on that kind of content and so when we can play in this space with an angle that adds
some Dimension to their corporate personas we see a lot of traction um and Avery you brought this up so um I can talk about it a little bit too um last week we posted our own version of the Spirit Halloween costume meme um but we
showed the scariest personas that you can run into in the workplace so think like cold caller level 500 Brian from legal the unhinged social media manager
legal the unhinged social media manager um very relatable content um which we know and feel because you know that was a carousel a stic carousel post that we put out across all of the platforms that we activate in so Instagram and Linkedin
and Tik Tok um and just looking at a platform like LinkedIn alone which you platform like LinkedIn alone which you know some people think is only um is only for business content but it is not we're seeing a lot of really fun meme
based and trend-based content take off there it's got over like 2,000 interactions people are sharing their own costume ideas in the comments which are hilarious um so we know that it's a hit and then I guess I would say like
broadly we found that optimizing to speed is really essential so when there's not a lot of time for production or we've got to jump on a trend right right away um we'll do things like pop up with really light-hearted Texton post
um even in platforms like LinkedIn and Instagram which are you know very video and image based um but it's super simple like I said it helps us optimize to um speed and helps us stand out in this B tobc of content that's usually focused
on self-promotion or webinars or hot takes and um maybe the I don't know the biggest vouch that I've seen recently is that someone told us that they love how HubSpot is making LinkedIn feel like the Heyday of fun on Twitter and I'm
obsessed with that Hub spots LinkedIn um for everyone who's watching this and you know watching the replay HubSpot LinkedIn is is fire especially for like exactly how you described it that audience of decision makers the you know
Elder Millennials who are excuse me Elder genz and um early Millennials who are using HubSpot or considering um you know marketing automation platforms I different like trade press I've seen comments about it and and I think you
all do a really nice job of balancing that relevance with also balancing sort product and the benefits um LinkedIn is a channel you know we love ater and even talking about LinkedIn people are talking about Halloween campaigns
on LinkedIn right now so the whole thing is very meta um Amy I can't believe so much for joining us on marketing for the now for sharing a bit about your brand platform a bit about your Halloween viral posts and also a little
we need to go deeper into um on a future episode I would love to um some of my favorite Halloween content is showing up on LinkedIn so you are not wrong Avery hope to talk to you again soon amazing all right thank you Amy and thank you
everybody for tuning in for an extra special Halloween episode where we heard from incredible leaders from open door to Jimmy John's to Bailey's um to uh HubSpot we heard from at cocktails we heard from moonay just an incredible
really fun episode um and of course can't forget our friends at Fiverr you like this kind of a format if you think this is interesting to dive into a specific cultural moment um and big shout out to Jolly Jacko for showing up
not once but twice for a little Cameo so hope you all have a wonderful day let us and catch you next time marketing for the now