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How supermarkets competed for Halloween market share

Which? researchers have examined UK Supermarkets to see who’s content marketing was most effective over Halloween.

Reporter, Amy Rountree , emphasises that: “Incorporating seasonal events into your content marketing strategy is a great way to engage your audience and makes for super simple content ideas. Whether you’re putting the fancy dress fun into fundraising, inspiring with instagrammable recipe ideas or tweeting up a treat, it’s easy to get involved if it’s relevant to your business, audience and authentic to your brand.

“Without social listening, content marketing has blind spots. With Maybe’s What’s Being Said report, your team will see the full picture. Hone your approach, benchmark it against your competitors’, generate leads and uncover emerging trends from our cross-channel social media monitoring platform.

From pumpkins to trick or treating and Halloween itself, the consumer watchdog used social listening tools to see how Tesco, Asda, Morrisons, and Waitrose sought to bewitch their customers throughout October. It was found that of all the brands profiled, ASDA’s top-performing post of the month was Halloween themed.

Shared on Facebook, the post was topical, relevant and showcased staff fundraising for charity in their fancy dress get-ups. In addition ASDA was the only one of the businesses researched which showed Halloween themed content in the Maybe* What’s Being Said report; with both ‘Halloween’ and ‘Pumpkins’ featuring as content topics.

Of the total 75 posts across Facebook, Instagram, and Twitter; Halloween accounted for 25% of ASDA’s content marketing efforts in October.

The supermarkets’ combined content comprised 40 pumpkin themed posts. But it was Morrisons who carved out the largest slice of the patch. With 11 posts throughout the month, Morrison’s got creative suggesting uses for pumpkins from carving and cooking to ornamental and interiors inspiration.

Over on Instagram, Morrisons and Waitrose led the way with their frightfully fabulous food inspiration.

Morrisons posted more Halloween themed content on Instagram overall. But Tesco and Waitrose nailed it on the engagement front with gothic styling and autumnal ingredients making their audience’s monsterish mouths water.