Challenge
Halloween remains a peak moment of pop culture celebration, where the most varied and creative universes collide. Instagram fully embraces this dynamic by championing its creators, who constantly seek to share, invent and reinterpret these iconic codes with their communities.
For 2025, the brand set an ambitious challenge entrusted to our Paris influence and PR agency: demonstrating that Meta AI, the artificial intelligence available across Meta's platforms, can enrich real-world experiences and strengthen connections through creative use of AI, whether finding inspiration or imagining, for the span of one extraordinary day, an immersive, captivating world populated by mythical creatures. The challenge: transforming a cultural milestone into a showcase for technological innovation, while generating massive media and social coverage.
Concept & strategy
As a Paris-based PR and influencer marketing agency, we designed a two-phase concept conceived to embody the power of Instagram and Meta AI as engines of inspiration and creation. A PR and influence programme engineered to turn Halloween into a genuine playground for creative expression and innovation.
Our Next-Gen Influence methodology (Data > Idea > Ecosystem > Reach > KPI) structured an influence and event PR campaign built around two complementary levers.
Phase 1 — Creating the event with digital media. We invited a selection of key journalists from top digital media outlets to Meta's Halloween party, with a red carpet set-up designed to generate high-value editorial content. Upon arrival, creators were interviewed about their inspirations, spotlighting the role of Instagram and Meta AI in designing their costumes. An immersive press event format turning a brand party into a media coverage machine, with 7 media outlets on board and 265 pieces of content produced, proving a perfectly calibrated editorial mechanic.
Phase 2 — Engaging communities ahead of the event. In parallel, we deployed an influencer campaign with micro-creators boasting high engagement rates to position Instagram as the go-to platform for Halloween preparation. Through GRWM (Get Ready With Me) content, 5 carefully selected micro-creators shared inspirations, tutorials and ideas, from costumes to makeup to choreographies, engaging their communities and immersing them in the event's universe. A micro-influence strategy designed to maximise authentic engagement and native content generated by creators.
This tech influence and PR campaign reflects our positioning as a Paris influence, PR and event agency, a pioneer of the integrated approach since 2014, capable of designing event-driven PR and influence activations that transform cultural milestones into product demonstration opportunities, combining premium press coverage, engaged micro-influence and large-scale native social content. A model proving that the best tech influence campaigns are born at the intersection of popular culture and innovation.
KPI
- 35M impressions
