In one of our latest posts, we took a look at how beauty brands shape up in the social media sentiment stakes over the Halloween period. And because its fun, and we just couldn’t help ourselves, we’ve gone trick or treating around the UK Supermarkets to see who’s content marketing has been the most spooktacular.
From pumpkins to trick or treating and Halloween itself, we’ve used our social listening tools to see how Tesco, Asda, Morrisons, and Waitrose have been bewitching their customers throughout October.
Which UK supermarket won Halloween on social media?
by Amy RountreeWho’s got the biggest pumpkin patch?
Our social media monitoring showed that of all the brands profiled, ASDA’s top-performing post of the month was Halloween themed.
Posted on Facebook, the post was topical, relevant and showcased staff fundraising for charity in their fancy dress get-ups.
In addition ASDA was the only one of our businesses which showed Halloween themed content in the Maybe* What’s Being Said report; with both ‘Halloween’ and ‘Pumpkins’ featuring as content topics.
Of the total 75 posts across Facebook, Instagram, and Twitter; Halloween accounted for 25% of ASDA’s content marketing efforts in October.
The supermarkets’ combined content comprised 40 pumpkin themed posts. But it was Morrisons who carved out the largest slice of the patch. With 11 posts throughout the month, Morrison’s got creative suggesting uses for pumpkins from carving and cooking to ornamental and interiors inspiration..
The Maybe* What's being said' report for the conversation created by ASDA. See the most popular topics your audience talks about on social media. See how people feel about your organisation.
Getting ghoulish on the gram
Morrisons and Waitrose led the way with their frightfully fabulous food inspiration.
Morrisons posted more Halloween themed content on Instagram overall. But Tesco and Waitrose nailed it on the engagement front with gothic styling and autumnal ingredients making their audience’s monsterish mouths water.
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Your takeaway trick and treat
Incorporating seasonal events into your content marketing strategy is a great way to engage your audience and makes for super simple content ideas. Whether you’re putting the fancy dress fun into fundraising, inspiring with instagrammable recipe ideas or tweeting up a treat, it's easy to get involved if it’s relevant to your business, audience and authentic to your brand.
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