How Vector Security Won the 2021 SAMMY Award for Best Social Media Campaign

A Halloween-themed campaign on Facebook and Instagram generated near-record monthly results in lead gen and sales for Vector.

You might question the legitimacy of Halloween as a true “holiday,” but it is said to rank as the fourth most popular holiday after Christmas, Thanksgiving and Easter. Many retailers tend to focus more on Thanksgiving and the holiday season that follows, but doesn’t it seem like the ghoulish season starts earlier with each passing year?

A wide cross section of marketers roundly recognize Halloween is not just about trick-or-treating on October 31, but one of the best extended timeframes to unleash creativity and promote products and services throughout the entire month.

Case in point: Vector Security, which ran a successful Halloween-themed social media advertising campaign on two hugely popular platforms last year. “The ad series generated near-record monthly numbers for Vector Security in terms of leads and sales from Facebook and Instagram in 2020,” says Art Miller, vice president of marketing.

The series of seven ads featured three distinct promotions targeting new customers, each with a dedicated landing page. Six of the playful ads promoted the chance to receive a free video doorbell or an outdoor security camera, while another teased the opportunity to receive up to 30% off the purchase of a home security system.

In one example, a video doorbell is plopped into the middle of bowl of candy corn with the tag line, “Grab a free video doorbell.” It only takes a few minutes for companies to create a marketing campaign on Facebook or Instagram. Since Facebook acquired Instagram in 2012, ad campaigns for both platforms can be set up on the Ads Manager page.

Demographics wise, age may be the most important factor distinguishing Facebook from Instagram. Facebook skews significantly older than Instagram. Although the majority of Millennials use both platforms, Instagram’s user base decreases drastically after the 18- to 29-year-old set, while Facebook maintains a significant user base even with the 65 an older group.

About the Author

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Although Bosch’s name is quite familiar to those in the security industry, his previous experience has been in daily newspaper journalism. Prior to joining SECURITY SALES & INTEGRATION in 2006, he spent 15 years with the Los Angeles Times, where he performed a wide assortment of editorial responsibilities, including feature and metro department assignments as well as content producing for latimes.com. Bosch is a graduate of California State University, Fresno with a degree in Mass Communication & Journalism. In 2007, he successfully completed the National Burglar and Fire Alarm Association’s National Training School coursework to become a Certified Level I Alarm Technician.

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