Spooktastic Marketing!


Marketing has changed so much over the past few years, with social media campaigns becoming more prevalent and important for brands, as opposed to the traditional TV ads. We suspect the growth of TikTok has had a huge influence in seasonal marketing, with its unique algorithm working in favour for certain content.

Is TikTok Marketing the New Norm?

Halloween really gives brands and individual creators the opportunity to be as creative and spooky as they can. You might have seen on TikTok, or maybe you’ve not fallen down the Halloween hole that we have, that content creators are becoming the biggest marketing tool for makeup and clothing brands, who are repurposing their products in engaging Halloween videos. Lots of people use TikTok as a search engine alternative, showing specific and authentic videos that users find more trustworthy. It’s a platform for conversation and connection, and is a creative place where trends ignite!

If you’re like me and you’ve been looking for last minute Halloween costumes, TikTok has been a godsend! Creators show products from brands giving honest feedback, and can act as a huge catalyst for brand awareness and growth, whether or not the brand has paid for their advertising.

Screenshot of Iamcharlielee tiktok ad

Rimmel London

Makeup brand, Rimmel, and clothing brand, Ego, are amongst brands really capitalising on Halloween on TikTok. With #halloweenmakeup reaching 11.8 billion views on the app, it’s clear why beauty brands need to be making themselves visible on TikTok. Rimmel London have collaborated with a number of influencers for their Halloween campaign, understanding the power of creativity. Allowing creators to put together their own ads, or their own campaigns, with total creative freedom generates a lot more authentic engagement from viewers.


Halloween ready using some of my faves! @rimmellondon #rimmellondon #rimmelcollective #rimmelhalloween AD

Ego Clothing

Ego work with macro and mid-level influencers to create Halloween costumes from their own product lines. Ego have worked to choose the right influencers to showcase their products, with their content being creative and edited to a professional but authentic standard. Ego’s influencers have been able to create visually dynamic content that really meets customer needs who are searching for Halloween inspo!


halloween outfit inspooo use code-CHYNA10 for 10% off the @EGO site #ego #egoofficial #halloween #halloweenoutfit #halloweenideas ad
Screenshot from an Ego fashion marketing ad on TikTok
Screenshot from a marketing ad of The Inkey List on TikTok

The Inkey List

Not all brands can capitalise on seasonal campaigns and trends, and brands need to ask themselves ‘how can we play a part in a Halloween journey?’.

Cleansing balms have taken off on TikTok! Skincare brand, The Inkey List, found a perfect opportunity to market their cleansing balms and other skincare products in the removal of Halloween makeup, which is exactly what people love to see. As well as this, creators often put balms to the test seeing if they can effectively remove stubborn makeup…and we all know how stubborn fake blood can be! This type of marketing is very subtle but often reaps very positive engagement.


AD | take off my crazy halloween look with me using @theinkeylist i used the oat cleansing balm to remove my heavy facepaint in a gentle way, and finished off with the hyaluronic acid serum and omega water cream to leave my skin refreshed and hydrated #theinkeylist

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