CLAIRES.COM // IG: @clairesstores
Halloween Seasonal Campaign
Crafting your costume so you can be the most boo 🧙♀️
Project Overview
We partnered with Claire’s to bring their Halloween 2022 assortment to market early, building on momentum from their existing brand platform, Be the Most You. As part of the seasonal execution, I contributed to evolving that campaign into a Halloween-specific expression, Be the Most Boo, maintaining brand consistency while injecting playful, culturally relevant energy for the season. The work spanned two closely connected initiatives: a Halloween landing page experience on claires.com and a supporting system of paid social and digital ads designed to drive traffic, engagement, and conversion across mobile-first channels.
MY ROLE
Art Director / Design Contributor
DELIVERABLES
CHALLENGE
Halloween is a short, high-impact retail window, and Claire’s needed to move quickly to stay competitive with early seasonal launches across the category. At the same time, the brand was navigating fluctuating store traffic and sales, making clarity, urgency, and strong calls to action critical. The challenge was to create a cohesive digital experience that felt expressive and on-brand, worked seamlessly on mobile, and could flex to accommodate potential promotional messaging without losing visual integrity.
APPROACH
We approached Halloween not as a traditional costume moment, but as a styling opportunity rooted in self-expression. Building off the Be the Most You platform, the creative direction leaned into bold visuals, playful energy, and category-driven storytelling that spotlighted accessories, jewelry, and beauty as essential elements of a Halloween look.
For the landing page, the focus was on creating an immersive seasonal destination that balanced inspiration with shopability. I contributed to the creative look and feel, designing modular components and visual treatments that guided users through key categories while maintaining clear hierarchy and scannability on mobile devices. Close collaboration with copy, UX, and development partners ensured the final build stayed true to the original creative intent.
That visual foundation then carried through into paid social and digital advertising. Using the landing page as a creative anchor, we translated its look and tone into scalable ad executions across Instagram, Facebook, and Google Display. I worked on adapting layouts and imagery across multiple placements, ensuring each unit felt native to its platform while remaining unmistakably Claire’s. Creative variations were developed to support different audience segments, balancing high-energy seasonal storytelling with performance-driven design principles.
CATEGORY LANDING PAGE
CAMPAIGN TONE
A styling opportunity rooted in self-expression
SOLUTION
Together, the landing page and paid media worked as a cohesive Halloween ecosystem, reinforcing seasonal messaging while driving users from social touchpoints into a focused shopping experience. While performance metrics were owned by the client, the campaign was designed to support increased click-through rates, longer time spent on site, and incremental seasonal sales during a highly competitive retail moment.
OUTCOME
The integrated landing page and paid social campaign drove measurable engagement across channels. Compared to the previous year’s seasonal launch, the Halloween landing page saw a lift in click-through rate and increased average time on page, indicating stronger content engagement and clearer category navigation. Paid social units generated improved CTR across carousel and story placements, with mobile traffic accounting for the majority of sessions. The cohesive creative system also supported incremental seasonal sales during a competitive retail window, reinforcing Halloween as a key accessory-driven shopping moment for the brand.
