the challenge

Following a successful 2024 Halloween season where we helped Michaels improve brand recognition, purchase intent and click thru rate by 43%, OBERLAND had the challenge of making Michaels the ultimate destination for Halloween 2025. The problem? People no longer have anywhere to express their Halloween excitement with country's largest Halloween store shutting down and consumers increasingly turning to emotionless e-commerce.

the solution

Michaels understands that Halloween isn't a holiday, it's a lifestyle. For this year, we turned that insight into another series of character spots that celebrates the joy you feel when you create with the retailer's unique Halloween offerings.