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How to brew the perfect Halloween campaign for app growth
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Spooky season is here! Halloween has transformed into a global celebration that mobile marketers can’t afford to ignore. Last year, app usage surged across various categories, with gaming, shopping, and streaming apps seeing double-digit increases throughout October. Halloween spending is projected to reach a record $11.6 billion in the U.S. alone this year, while spending is expected to hit $1.3 billion in the U.K. So, how can your app stand out in this frightful frenzy?
In this article, we explore the most recent Halloween app marketing data and provide actionable strategic advice for mobile marketers and developers aiming to craft a hauntingly successful campaign this year. Let’s dive in!
Gaming apps creep up the charts
Throughout October 2023, gaming apps saw steady install growth, with different subgenres standing out at various times. Board games made an early impact, jumping by 122% on October 3 compared to the year’s average, while Arcade games gained traction mid-month, hitting 45% on October 14. As Halloween approached, Simulation games took the lead, peaking at 60% on October 29. Word games, too, showed their strongest gains (25%) near Halloween. These trends indicate a rising demand for thematic gaming experiences as users look for seasonal entertainment.
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In the U.S., board game installs soared by an impressive 335% on October 3 compared to the annual average. Simulation games also experienced strong growth, with installs jumping 64% on October 14 and reaching another peak of 77% on October 15.
In terms of gaming app sessions, casual games saw strong engagement, reaching 30% growth on October 1 and 26% on October 15. Simulation games followed closely, climbing 24% on October 1 and maintaining steady interest throughout the month. Arcade games showed consistent performance, jumping to 22% on October 22.
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In the U.S., arcade game sessions consistently performed well throughout October, exceeding the year’s average by 18% to 36%, with notable peaks of 34% on October 15, 36% on October 22, and 35% on October 29.
Entertainment app usage rises for seasonal content
True crime and horror podcasts typically increase in popularity during October as listeners look for content that matches the eerie atmosphere of the season. This heightened interest drove podcast app sessions 21% above the year’s average on October 10 and 16. Similarly, streaming platforms roll out curated collections of horror movies and limited-time spooky series, resulting in a steady rise in video streaming sessions throughout the month, topping out at 13% on October 29 in 2023.
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U.S. podcast installs and sessions rose steadily in early October, reaching 22% and 30% above the year’s average on October 11.
Shopping apps see a monster surge
Global shopping app installs and sessions climbed steadily in October 2023. The most significant spike occurred between October 14 and 16, with installs hitting a maximum of +87% on October 15, likely driven by consumer interest in costume and décor purchases. Sessions followed suit, peaking at 14%.
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Earlier in the month, October 9 stood out, with 64% installs and 13% session growth, likely driven by early-bird shoppers eager to snap up deals. Another surge hit on October 21-22, when installs reached 74% above average. This pattern underscores the importance of targeting Halloween shoppers early and sustaining momentum throughout October with timely promotions and themed content.
U.S. shopping app installs spiked by 18% on October 30 compared to the yearly average.
Trick, treat, and triumph: How to make your app shine this Halloween
Halloween offers mobile apps the perfect opportunity to boost visibility and maximize revenue. Here’s how to make the most of it:
Spookify your app experience
Get into the Halloween spirit by transforming your app’s visuals. Start with a Halloween-themed icon—featuring pumpkins, bats, or witches—and update app store previews, screenshots, and descriptions to reflect the seasonal vibe. Within the app itself, use Halloween-themed backgrounds, eerie sound effects, and animations to set the mood.
For inspiration, check out Episode, My Perfect Hotel, Sky: Children of the Light, and Dream Dale—all of which successfully updated their visuals to reflect the Halloween theme and caught users’ attention.
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Boost your ASO game
Optimize your app store listings with Halloween-specific keywords like “haunted” or “spooky games” to capture seasonal search traffic. Halloween-related mobile searches increase by 45% in the weeks leading up to October 31, making it crucial to refine your app store optimization (ASO) strategy to tap into this surge. Apps that effectively implement these seasonal tweaks see a noticeable uplift in organic installs.
You can even experiment with artificial intelligence (AI) tools, which can help simplify creative optimization by generating seasonal ad visuals, as well as refining app store content based on user preferences and behavioral data.
Increase engagement with in-app thrills
Captivate your audience with in-app Halloween events, themed game modes, and exclusive seasonal rewards. Consider introducing limited-time challenges, interactive mini-games, and special collectibles that make logging in feel like a treat. You can launch these updates incrementally throughout October to maintain momentum.
Apps like Clash of Clans, Deepstash, Royal Match, and BetterSleep have used in-app events and unique Halloween content to keep users engaged during the holiday.
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You can leverage Adjust Audiences to segment high-value users, create dynamic audiences based on real-time behavior, and then deliver customized Halloween-themed in-app events to your top users. This real-time segmentation ensures your campaigns remain relevant and impactful throughout the holiday season.
Maximize reach with an omnichannel marketing
Create a multi-channel Halloween campaign that connects across all digital touchpoints. Update social media profiles, run ads with spooky visuals, use Instagram Stories for polls, and send out festive newsletters to promote exclusive offers. For a cohesive user experience, maintain a consistent theme and messaging across every channel. Campaigns using three or more channels can achieve up to 250% higher purchase and engagement rates than single-channel efforts.
With Adjust’s TrueLink solution, you can guide users directly from anywhere, including ads or social posts, to your Halloween-themed in-app content. TrueLink creates frictionless deep linking journeys by ensuring that users land exactly where intended—whether it’s a specific in-app page, product promotion, or event.
Bring back inactive users
Reanimate dormant users with playful retargeting ads and personalized push notifications. According to a recent report, apps using personalized notifications have seen up to 191% more engagement. Use Halloween-themed language like “Don’t let your app experience turn into a ghost town!” or “Resurrect your account!” Paired with exclusive discounts, these tactics can effectively bring dormant users back.
Solutions like Adjust’s Automate can help you streamline push notifications and in-app messages based on user segmentation. Automating re-engagement campaigns during Halloween ensures that users receive the right message at the optimal time, increasing the likelihood of conversions.
Utilize creative technologies
Make your app unforgettable by embracing creative technologies like augmented reality (AR), virtual reality (VR), and AI. Implement AR costume try-ons, VR haunted house tours, or AI-generated interactive content to create a memorable experience that encourages sharing.
Cast a web of deals
You can create Halloween-specific landing pages to host limited-time offers and themed discounts. These pages drive urgency and conversion rates. Combine them with seasonal link-building efforts to boost organic traffic and engagement. Take a cue from apps like Duolingo, which leveraged Halloween-themed content, while FitOn attracted new users with exclusive, limited-time discounts.
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Localize spellbinding content
Localization is a powerful way to capture diverse audiences. You can utilize geotargeting to deliver relevant Halloween events or promotions based on users’ locations. Then, tailor your messaging and visuals to reflect each region’s unique Halloween traditions—such as Dia de los Muertos in Mexico or Samhain in Ireland.
Make this Halloween your most successful campaign season yet! Learn how Adjust’s next-gen solutions can elevate your app marketing. Request a demo today!
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