1. Halloween Case Study
Author: Etta Howell
Monitoring period:
10 October – 31 October 2011

2. The formalities
This Case Study is based on English comments from around
the world.
It is based on a sample size of 15% of all the comments
received between the 10th and 31st of October.
This case study was not compiled for a specific brand, but purely
out of curiosity and a burning passion to showcase the impact of
Online Reputation Management.
If you would like us to do this for your brand, please contact us:
www.saidwot.com/contact-us
www.saidwot.com

3. Where were people “trick or treating”?
9 768 comments on
Social Media
Platforms 4 197 articles on
Websites and 86 articles
on News Sites
210 articles on Blogs
23 Videos were posted
15 discussions on
And 3 Wiki articles Forums
www.saidwot.com

4. Said what?
www.saidwot.com

5. Who was talking?
More comments from adults about their own Halloween experience
than their kids’ experience.
I worked so hard
on this costume!
#excited The thing I love most
about Halloween is
the candy!
www.saidwot.com

6. Who was listening?
www.saidwot.com

7. Globally
15%
60%
5%
10%
10%
www.saidwot.com

8. How much was it worth?
If Halloween were a company, they would have received free advertising to the
value of $9 706 858 in 22 days.
(and that’s only based on 15% of all comments made)
The 14 303 comments were potentially seen by 381 820 034 individuals.
www.saidwot.com

9. Loyalists
www.saidwot.com

10. Detractors
www.saidwot.com

11. The costumes
9 406 people shared their costumes
with over 21 158 653 people
www.saidwot.com

12. Games take to the streets
Angry Birds costumes were popular amongst online fans.
A Halloween version of the game was also created.
www.saidwot.com

13. The parties
1 641 people shared their party plans with 8 255 560 followers and fans.
www.saidwot.com

14. Trick or Treat
707 people went Trick of Treating online,
generating over 2 047 060 impressions
www.saidwot.com

15. Halloween campaigns
The Google Doodle
Halloween M&Ms
www.saidwot.com

16. Halloween campaigns
Savanna Dry Wal-Mart
Specials
Budweiser
Halloween Bottle
www.saidwot.com

17. More Information
We have all the data and analysis available that went into writing this case
study. If you are interested in receiving this, please contact us on the details
below.
If you want to know what is being said online about your brand, then
contact us on the details below and we will gladly set up a demo account
for you.
South Africa: United States:
Tel: +27 11 021 8740 Tel: +00 (1) 704 450 2403
Email: infosa@saidwot.com Email: infous@saidwot.com
Web: www.saidwot.com
www.saidwot.com