Dive Brief:

• Fashion brand Dior and model Bella Hadid teamed up for a Halloween-inspired campaign with video and social media outreach.
• The campaign includes a video of a Halloween party with Hadid as well as how-to videos for several different looks using Dior makeup.
• The video spots are available on the Dior website and also have been shared on Twitter.

Dive Insight:

The campaign taps into a popular holiday with tips for easy and fun costume options using Dior's beauty products to create looks that are glamorous and spooky. The effort is relatively simple with how-to videos but also engaging and very sharable with the tweets and a #diormakeuphalloween hashtag. The strategy underscores how beauty brands have been among the most progressive when it comes to leveraging social media as beauty consumers are actively engaging with influencers in this space. 

Dior isn’t the only brand using Halloween as a marketing vehicle, but the effort stands out by showing how a luxury brand is embracing the holiday. Burger King is giving away free hamburgers on Halloween night at select locations to patrons dressed as a clown, Fanta is combining a thrill ride with virtual reality in the U.K. and Angry Birds is partnering with rock band Iron Maiden for a Halloween-themed mobile game. QSR brand Dunkin’ Donuts has been running a monthlong promotion across multiple marketing channels and highlighted by a costume contest on Instagram for a $2,500 prize along with a year of free coffee.