Thursday, November 6th

📊 Did you know?

Americans spent a record $13.1 billion on Halloween this year — up nearly $2B from last year

(The National Retail Federation, 2025)

🔥 Top Creator Campaigns (October)

Every month, I round up the campaigns that stood out.

Here’s who nailed it in October 👇

1️⃣ Dior Beauty Locker: a masterclass in gifting

Dior sent influencers “locker-style” mailers filled with products for its Back to School campaign — complete with stickers, compartments, and surprises.

Why it worked:

• 🔒 Creative packaging turned the mailer itself into content.

• 🎒 Strong theme made it timely and relatable.

• 💭 Emotional design triggered nostalgia and delight — driving massive unboxings.

 💡 Lesson for brands: Even without massive paid media, creative gifting + surprise packaging can deliver high engagement per piece of content.

2️⃣ LEGO x Mars: turning Halloween into UGC gold

Influencer Kristi Hemric (@stoopandthecity) turned her NYC stoop into a Halloween destination with help from LEGO and Mars.

Lego sent 1,000+ bricks, Mars shipped 1,800 lbs of candy, and the result was a viral content magnet for both brands (+3M views across all content).

True to her niche, Kristi didn’t just reveal the final look — she shared the whole journey: planning, building, decorating, and the crowd’s reactions. Each video felt like a natural extension of her content, blending her signature aesthetic with both brands’ identities.

Why it worked:

• 🎃 Fit perfectly within her home decor + seasonal design niche.

• 🧱 Multi-part storytelling extended the campaign lifespan.

• 🍬 Authentic experience made the products feel part of the story, not an ad.

💡 Lesson for brands: Collaborate with creators who already live in the world your product belongs to — it makes the partnership seamless and the storytelling effortless.

@stoopandthecity

Just a little Halloween magic… and about a thousand LEGO bricks We love Halloween - especially as New Yorkers - so we’ve transformed our... See more

3️⃣ Owala’s Home Invasion

What started as a break-in at an influencer’s home accidentally turned into Owala’s biggest marketing moment yet.

In the viral clip, viewers noticed the creator’s Owala water bottle sitting untouched on the counter while the rest of her house was a mess — leading to thousands of comments joking about how “even burglars love Owala.”

The brand quickly leaned into the moment, reposting the video with playful captions and engaging with fans in the comments.

Within days, the post had millions of views, and searches for “Owala” spiked across social platforms.

Why it worked:

• ⚡ Reactive storytelling.

• 💬 Authentic user-generated buzz.

• 🚀 Proves every brand moment can become a cultural one.

Across 3 content, the brand got +50M views!!!!

Lesson for brands: Unexpected real-life moments can be powerful catalyst for brand content — having the right product in shot matters.

@binoymusic

This is so crazy 😭 huge thank you to @Owala and everyone who’s watched / commented on this series of videos ❤️ #fyp #foryou #unboxing #owa... See more

4️⃣ Amazon x Nara Smith

Amazon tapped Nara Smith, FaZe Rug, and Gabby Windey to showcase its new Alexa+ AI assistant. Results? +5M views for Amazon.

Each creator localized the tech through their niche — from Nara’s complex recipes to FaZe Rug’s gaming setups.

Why it worked:

• 🤖 Tech + lifestyle = relatability.

• 🎯 Multi-niche activation = wider relevance.

• 💬 Authentic integrations that feel native.

💡 Lesson for brands: Multi-niche creator activation allows a brand to hit different audiences with relevant, native content.

@amazonalexa

From buckwheat pancakes to school supplies pickup (sorry, Lucky), Alexa+ is @Nara Smith’s secret ingredient ✨ #AlexaPlus #AlexaHome

5️⃣ Victoria’s Secret x creators

This year’s VS Fashion Show proved the brand’s reinvention is no fluke.

Creators like Vale Genta joined a diverse lineup that blurred lines between runway, content, and community. VS was one of the fastest-growing brands on TikTok last month, thanks in part to creators like Vale and Business of Fashion noted comparable sales up 4% in the quarter.

Why it worked:

• 🎥 Creators became the media, not just guests.

• 💬 Inclusivity turned into real performance.

• 🛍 Affiliate programs turned UGC into sales.

@valegenta

Today was a dream and nobody can say other wise. Thank you @Victoria’s Secret 🥹💓🥹💓 #victoriassecretfashionshow #vsfashionshow #VS

🔔 Top Creator Stories

🎥 YouTube Shorts now earn MORE than long videos

🏆 TikTok is launching its first US awards show

🍎 Apple is reportedly working on a Creator Studio bundle for iOS creators.

🔍 Perplexity will pay Snap $400M to power its search.

🛍️ Pinterest launched an AI assistant to match users with products.

🤖 Elon Musk teased new X updates including xChat and Grok AI.

📊 Instagram rolled out Competitor Insights for professional accounts.

🎛️ Users can now tune their feed with Instagram’s new algorithm control feature.