For #SpookySzn, we transformed the culturally relevant behavior of sharing “ghost stories” on social into a participatory brand experience.

Real posts from TikTok and Instagram became the foundation for The Mourning Kit: a thoughtfully designed package addressing the emotional arc of being ghosted. Each element served a symbolic function, including sage, tissues, custom obituaries, and Hanes Originals.

By responding directly to real user stories, the campaign shifted the brand from observer to participant: delivering empathy, utility, and cultural relevance in one cohesive system.

Results: 2.19:1 ROAS; 4.1M potential impressions.