Social Content Doesn’t Have to Scare You.

At my previous creative brand agency, our client content was performing great. Our own content? Not as much. The agency was regularly posting content on social media, but engagement was on a plateau and specifically lacked the top of funnel lifestyle content that would drive users to our posts centered on thought leadership and conversion.

The Week of Frights was targeted awareness-driven content designed to increase engagement metrics on Meta, specifically accounts reached and impressions.

Overview

I used internal Halloween activities as a creative starting point to create awareness-driven social media content that highlighted internal culture and employee participation in a short form video. It was a recap of multiple in-office events, and its success relied heavily on photography, b-roll, and graphic design templates leveraged for short-form video.

The Strategy

Because the agency primarily served B2B clients, our TOFU social content was limited due to legal and regulatory compliance. I wanted our audience to see that the agency still had a killer personality and creative chops, along with our proven ability to compete in B2B verticals.

I staged and shot a series of photoshoots over several days – employees were encouraged to participate by dressing in costumes to correspond with Goth Day, Decade Day, and Halloween prompts. While the different costume day photos had a similar look and feel, we wanted photos of the staff’s desk decorations to have their own distinct color scheme, hence the bright purple framing.

I used CapCut to layer a transparent frame over a clip of behind the scenes b-roll for the opening scene, employee photos, and desk photos. This framing gave continuity between the different costume days and enabled us to capture smooth transitions between video and photography.

Results

This reel outperformed the average engagement of inferno’s other Instagram content for the year 2024 by 39% in Accounts Reached and 187.5% in Interactions.

Art Directors: Caroline Cremerius, Amy Lind

Photographers: Morgan McKinney, Drew Flemming