Target is making Halloween a little easier this year with Halloween Hills, a virtual neighborhood on Instagram.
The retailer launched the virtual experience on Instagram this week, using the platform’s picture-tagging feature along with original content to help consumers prepare for the holiday. The taggable images are displayed together and feature two homes from Halloween Hills – a trick and a treat – which link users to different profiles. Trick links users to do-it-yourself projects like monster nails, while treat links users to Halloween-themed recipes like candy corn mini-cakes.
All of the items needed for the DIY projects and recipes are available for sale at Target stores. For Target, however, the campaign is about driving brand awareness as Ms. Jenkins, VP Public Relations, stated – “[The] campaign is really about the notion of driving engagement and fueling brand love.”
DIY is a trend that we have seen across several brands this season. Even Pinterest jumped in to leverage the amount of Halloween DIY being posted on their site, by introducing their own collection. For Target DIY is a unique territory and excellent opportunity to leverage – as the retailer is not typically thought of as a DIY destination.