Spooky szn is upon us

Plus, How White Claw entered the Fashion Week scene [View this email in your browser]( Spooky szn is upon us It’s Halloween! Well, not yet, but you’d never know from the decorations springing up already around neighborhoods, the aisles filled with cobwebs, cauldrons, and candies, and the countless social posts and articles referencing the holiday. In the past week alone, we’ve seen more than 18,000 articles published about Halloween, with a million engagements between them.  This does not even include some posts that were huge on Pinterest, such as [fall nail art inspo]( and [Halloween Party ideas]( — articles which had 465k and 200k pins respectively. In terms of brands participating in the season’s trends, the most notable example was McDonald’s, which recently announced the [return of their Boo Buckets]( to a combined return of 400+ articles and more than 220k engagements. Away from web reporting, social media was awash with spooky inspiration, with the Las Vegas sphere [turning into a pumpkin]( on X, a Coca-Cola inspired [dog costume on TikTok]( and [Napoli’s skull-themed kit]( on Instagram. All this is already happening while we’re still more than two weeks out from the day itself, so we’d only expect it to increase from here as people start buying their seasonal 12-foot skeletons. How White Claw entered the New York Fashion Week scene Food and beverage brands haven’t always been an obvious choice for fashion collaborations, but that might be a thing of the past. We’ve watched as food continues to be a [source of inspiration for beauty products this year]( so when White Claw found a way to insert itself into New York Fashion Week, it felt very on theme. The hard-seltzer brand had a light-bulb moment when it posted an [Instagram Reel]( back in July of a skirt made from can tabs. The post generated more than 50k engagements, and gave White Claw the ammo it needed to propose a collaboration for NYFW. In partnership with HighSnobiety, a fashion and lifestyle media brand, White Claw worked with TOMBOGO, a brand that was already experimenting with materials such as aluminum, to create the “Claw Bag”, which conveniently holds a White Claw can. With Instagram as its choice of platform once again, White Claw posted a [Reel with TOMBOGO]( introducing the bag and showing how the designer put it together by hand. While the reveal of the bag saw less overall engagement than the original skirt video did, earning just over 14k, it did accumulate over 8.4M views, and officially debuted at a NYFW event hosted by HighSnobiety. What is most notable about this collaboration is not necessarily the amount of engagement that a single post received, but the continuation of brands taking creative steps to enter spaces that they wouldn’t normally fit seamlessly into, and then producing something that grabs attention in a positive way, or in a way that challenges the norm. Food and beverage brands influencing the fashion and beauty industry does just that. You can find out more about what captured interest during [fashion week]( in New York, Milan, and Paris in our latest report. MICROSOFT TEAMS INTEGRATION Get NewsWhip insights straight to your Teams channels [Read blog →]( FREE LIVE WEBINAR "Using predictive insight to inform your comms strategy" [Register →]( SHORT-FORM VIDEO TRENDS Our report looking at the must-watch short-form video trends in 2023 [Read report →]( FASHION WEEK COMPARISON We looked at the top content to come from New York, Milan, and Paris Fashion Week [Read report →]( [Website icon]( [Twitter icon]( [LinkedIn icon]( Copyright (C) 2023 NewsWhip. All rights reserved. You're receiving this email because you opted in for the NewsWhip blog newsletter and updates. Our mailing address is: NewsWhip 42 Pearse Street Dublin, D02 YX88 Ireland Want to change how you receive these emails? You can [update your preferences]( or [unsubscribe](