GIPHY Embraces Halloween with BACARDÍ
In a season where we can’t get enough of dancing skeletons and ghostly GIFs, GIPHY’s recent partnership with BACARDÍ welcomed a new host of spooky-season themed reactions and greetings.
As a new way to connect with their audience timed to the launch of their limited-edition skeleton bottle, BACARDÍ partnered with GIPHY to amplify Halloween conversations in October and reinforce itself as the go-to brand that appears wherever spooky conversations take place. It was important that the brand showed up with an authentic voice and could inspire their audience to share fun, expressive GIFs in their chats during one of the most culturally relevant moments of the year.
Leaning on BACARDÍ’s cheeky personality, GIPHY developed a two-pronged creative approach that prioritized shareability and originality. We used the brand’s existing creative assets and transformed them into captioned Halloween GIFs that could be seamlessly integrated into day-to-day chats. By amplifying BACARDÍ’s creative messaging with custom GIFs, these GIFs aligned with the brand’s visual language and added depth to the overall campaign.
“Through our partnership with GIPHY, BACARDÍ had the opportunity to show up front and center in everyday conversations in an eye-catching and visual way — truly owning the Halloween moment in a natural, shareable way,” said VP BACARDÍ Rum, North America, Lisa Pfenning.
“Halloween is basically one giant group chat moment,” said GIPHY Principal Client Lead, Jake Walker. “With BACARDÍ, we were able to bring the brand into the fun in a way that felt authentic and instantly shareable across DMs, comments, texts, and everywhere people celebrate the spooky season.”
By pairing this creative approach with high-impact distribution across platforms, BACARDÍ became top of mind for conversations taking place throughout October. What came next was a 26% increase in intent to share resulting from the 27 high-impact GIFs developed from the partnership. This proved that connecting an iconic spirit brand with a widely loved holiday could make for content that people were genuinely excited to share and engage with on a wider scale.
Even though spooky season is behind us, one thing you can look forward to is an increase in your brand’s ROI with GIPHY Ads — the perfect integration for any holiday or special occasion in between. Check out ads.giphy.com to maximize reach and amplify your brand.
