At Home: 1.4M+ Organic Impressions from Year-Round Halloween

At Home has built something special: a devoted community of Halloween enthusiasts — aka spooky superfans— who would happily celebrate this holiday year-round if they could. Recognizing this passionate customer base, At Home saw an opportunity to do something bold: activate their spooky community earlier in the season to garner excitement for new product releases, starting as early as May. This was done through a “Halfway to Halloween” campaign along with Summerween aka Summer Halloween campaign, along with one-off creator partnerships.
The overarching goal of the program was to drive awareness and engagement around At Home Halloween products, while positioning the brand as the first-to-market with the best and largest selection of Halloween decor — all at reasonable prices, no matter your style or taste.
By partnering with Later's Services team, At Home leveraged end-to-end campaign management — from curated creator vetting and concept planning to execution and performance tracking. Together, the teams identified Halloween-obsessed creators across Instagram, Pinterest, YouTube Shorts, and TikTok who could tell authentic stories that resonated with the brand's spooky-obsessed community. Creators maintained control over content format and creative direction, ultimately ensuring every post resonated and felt true to their audience.
The results tell a compelling story:
• 1.4M Total Organic Impressions (58% of the 2.4M total impressions across all At Home campaigns, May–July 2025)
• 7.5% Average Engagement Rate (vs. July 2024 Halloween campaign of 2.2%)
• 7.3M Paid Impressions (with 3.38M engagements, plus 302K link clicks)
• 99.9% Positive/Neutral Comment Sentiment
But the real impact went beyond metrics. Content from @flashesofstyle went organically viral — a rare feat for paid partnerships. Featured products showcased in the creator’s content sold out, and customers started commenting that they shopped At Home for the first time because they saw her post. By giving creators authentic control and expanding to new platforms, At Home turned influencer marketing into both a top-of-funnel awareness driver and a bottom-funnel conversion tool. The result was a program that reinforced their competitive advantage and deepened their relationship with a community of their biggest advocates.