Retail Marketing & Campaign Management
USC Purple Store
What’s In The Bag?: Halloween Blindbox Campaign
Mystery and surprise drive Gen Z's purchasing behaviour.
Blind box–style excitement and limited availability created urgency, repeat views, and rapid sell-through.
The Context
The Boo Bag was a limited-edition Halloween mystery bundle launched by the USC Purple Store. With only a short window before Halloween weekend, the goal was to generate excitement quickly, drive fast sell-through, and deepen brand affinity using a fun, culturally resonant campaign that lived on TikTok and Instagram.
What We Did
We centred the Boo Bag campaign around three core objectives:
Tap into blind box excitement to drive fast sell-through
Build anticipation through a short comedy skit series with The Goose mascot.
Deepen brand affinity using and ambassador participation.
I led the campaign end to end as the campaign manager and creative director—developing the content strategy, coordinating a two-episode Goose skit series, organizing teaser and stuffing shoots, directing ambassador UGC, and planning the full Instagram and TikTok rollout.
We amplified momentum through real-time story coverage and a two-day sales window that created urgency and FOMO across campus.
Campaign Impacts
Sell-out
all 50 bags in the first 4 hours
56,620
views across TikTok and Instagram in 12 days
5.01%
average engagement rate across TikTok and Instagram in 12 days