How Hong Kong Disneyland Resort built a Halloween role-play campaign on Xiaohongshu

Running from 12 September to 18 October 2024, the all-video campaign organised Halloween content around the “恶人聚会” (Villains’ Gathering) theme and the slogan “万圣召集反转迪士尼” (Halloween Summons: Disney Reversed). Creators used villain and princess role-play, costume transformations and NPC interaction to show a “反转迪士尼” (Disney Reversed) visit, supported by #港迪万圣节 (#HongKongDisneylandHalloween) and #港迪npc (#HongKongDisneylandNPC). Park experiences supplied the scenes: “恶人大宅舞会” (Villains’ Mansion Ball), “恶人舞动迪士尼” (Villains Dance Through Disney), “讨糖活动” (Trick-or-Treating), “米奇万圣节玩转大街派对” (Mickey’s Halloween Street Party) and “万圣节限定大餐” (Halloween Limited-Time Feast). Limited-time entertainment, atmosphere and photo potential made the experience itself the content.

The campaign addressed urban professional women seeking an immersive social outing and new mothers planning Golden Week family trips. Friend-style recommendations served the first group, while parenting and park-guide content fitted family decision-making. There was no discount or urgency device; a comment-section lottery added participation, and the primary call to action was an offline park visit.