BACARDÍ
Bringing Authentic Halloween Spirit to Drive Awareness
BACARDÍ partnered with GIPHY to own Halloween conversations in October, turning seasonal creative into shareable GIFs that showed up naturally in chats, threads, and comments. The campaign reinforced BACARDÍ as a go-to Halloween spirit by consistently showing up wherever spooky conversations were had.
BACARDÍ
Bringing Authentic Halloween Spirit to Drive Awareness
MUG teamed up with GIPHY Ads to drive sales for their root beer. Working with the brand’s mascot himself, Dog, MUG built a breadth of content through a custom in studio shoot, bringing the brand into evergreen and tentpole moments, creating a MUG moment for every conversation.
+26%
Intent To Share
above CPG-Alcoholic
Beverage Norms
+18%
Intent To View
above CPG-Alcoholic
Beverage Norms
5x
Top Search ER
above GIPHY
benchmark
+26%
Intent To Share
above CPG-Alcoholic Beverage Norms
+18%
Intent To View
above CPG-Alcoholic Beverage Norms
5x
Top Search ER
above GIPHY benchmark
THE GOAL
Our goal was to place BACARDÍ front and center in October’s Halloween conversations by showing up in ways that felt natural, authentic, and worth sharing.
By partnering with GIPHY, BACARDÍ aimed to amplify its fun Halloween creative into expressive moments that people actively used in chats, maximizing impact during one of the most culturally active months of the year.
THE GOAL
Our goal was to place BACARDÍ front and center in October’s Halloween conversations by showing up in ways that felt natural, authentic, and worth sharing.
By partnering with GIPHY, BACARDÍ aimed to amplify its fun Halloween creative into expressive moments that people actively used in chats, maximizing impact during one of the most culturally active months of the year.
GIPHY ADS SOLUTION
GIPHY delivered a two-pronged creative solution designed for scale, originality, and shareability.
First, BACARDÍ's existing Halloween creative was amplified with captioned GIFs that leaned funny, cheeky, and perfectly themed while still fitting naturally into everyday chats.
Second, GIPHY produced custom animated GIFs in a vintage woodcut style, expanding the Halloween characters and visual language to add depth and variety to the campaign.
Paired with high-impact distribution across major platforms through direct Halloween search terms, BACARDÍ was the top choice wherever these spooky conversations were happening all October long.
RESULTS
The campaign launched with 27 Halloween-themed, high-impact GIFs and Stickers, supported by real-time optimization to ensure the right creative appeared in the right conversations.
This approach drove standout performance, delivering a 5x engagement rate on top Halloween-themed GIFs.
A 26% increase in intent to share reinforced the campaign’s success in connecting an iconic brand with this beloved holiday through content people genuinely wanted to share!
"Through our partnership with GIPHY, BACARDÍ had the opportunity to show up front and center in everyday conversations — truly owning the Halloween moment in a natural, shareable way."
Daniela Hernandez de Paola
Brand Manager, BACARDÍ
Daniela Hernandez de Paola
Brand Manager, BACARDÍ
"Through our partnership with GIPHY, BACARDÍ had the opportunity to show up front and center in everyday conversations — truly owning the Halloween moment in a natural, shareable way."
RESULTS
The campaign launched with 27 Halloween-themed, high-impact GIFs and Stickers, supported by real-time optimization to ensure the right creative appeared in the right conversations.
This approach drove standout performance, delivering a 5x engagement rate on top Halloween-themed GIFs.
A 26% increase in intent to share reinforced the campaign’s success in connecting an iconic brand with this beloved holiday through content people genuinely wanted to share!
GIPHY ADS SOLUTION
GIPHY delivered a two-pronged creative solution designed for scale, originality, and shareability.
First, BACARDÍ's existing Halloween creative was amplified with captioned GIFs that leaned funny, cheeky, and perfectly themed while still fitting naturally into everyday chats.
Second, GIPHY produced custom animated GIFs in a vintage woodcut style, expanding the Halloween characters and visual language to add depth and variety to the campaign.
Paired with high-impact distribution across major platforms through direct Halloween search terms, BACARDÍ was the top choice wherever these spooky conversations were happening all October long.