Halloween Alley needed a refresh so they could better share their enthusiasm for everyone’s favourite, spooky holiday. But Halloween’s not just a holiday, it’s a lifestyle, so we designed an editorial-style site to share costumes, ghost stories and more. While all other Halloween costume stores were offering costumes, Halloween Alley offered an experience.
The new custom-coded website uses an editorial-style content strategy to share Halloween stories as well as costumes and in-store events. Posts are filtered by categories such as ‘Hot This Halloween’ and by costume category. The new format quickly saw customers and fans spending more time on the site with each visit.
We chose to use the WordPress content management system to develop this website, for its flexibility and usability. The design is completely custom and the site is easy to update each season as stores open and close for Halloween.
The website refresh meant a spooky refresh for the social media strategy too. Halloween Alley saw a 200% increase in website traffic from social media and a 60% increase in email subscribers. Halloween fans excitedly shared their moments on social media, even in a time when most retailers were facing decreasing engagement on Facebook.
Converting social media engagement and website traffic to store footfalls was the business goal, to begin with. Strategic PPC campaigns, Twitter parties, Facebook ads and events that fused brick and click together were planned. All 40 pop-up stores were Google verified and worked wonderfully to provide store directions and event information.
Halloween Alley has a well established brand and it was important for their website and social media to fully capture their brand values and spirit.
We took Halloween Alley to spooky new levels with content strategically created to market in-store events and costumes.
The new site and it's presence on Google is optimized for all devices so Halloween Alley customers and fans can get into the Halloween spirit wherever they are.