In a year of lockdown and restrictions Hasbro/eOne focused on the infinite potential of the imagination in a homebound Halloween campaign centred on the power of transformation!
Clever tricks of the eye and many seasonal treats were delivered on Instagram as 12 of the UK’s most enthusiastic fan families took on the challenge to transform themselves and their homes into the heroes v villains world of PJ Masks, just like they do in the show.
Rich video content bought the brand alive, driving off the scale engagement and providing inspiration for families looking for Covid safe alternatives to traditional Halloween entertainment. Giveaways of official PJ Masks merchandise encouraged the sharing of UGC, enhancing brand engagement and deepening the connection that UK consumers have with the PJ Masks franchise.
Beyond social, PJ Masks used its seat at the kitchen table of families across the land to offer parents advice on alternative Halloween at home ideas. School Readiness and Child Development Expert Christine Lydon was enlisted as the official spokesperson and hosted a live Q&A on the Mother and Baby Instagram account and PJ Masks website. An advertorial with Made for Mums and a promotional partnership with Bauer across its portfolio of consumer lifestyle websites ensured that the #PJMasksHeroToVillain Transformation Challenge saved Halloween 2020…before bedtime!