October is spooky season and in marketing, that means it’s the perfect time to highlight campaigns that are bold enough to break through the clutter. From eerie “surprise-and-delight” moments to playful, interactive experiences, the best campaigns this fall prove that creativity paired with strategy always wins.

For nonprofits and event marketers, these lessons are gold. The same approaches that help global brands cut through the noise can be scaled to help you energize supporters, attract new audiences, and create unforgettable experiences.

Here are four scary good campaigns from September 2025 — and the lessons you can borrow to level up your own fall strategy.

1. Nike × SKIMS — Bodies at Work

In September, Nike and SKIMS unveiled their highly anticipated collaboration with the Bodies at Work campaign. The launch wasn’t just about apparel — it was a cultural moment.

•The collection: 7 distinct capsules, 58 silhouettes, and over 10,000 possible style combinations.

•The campaign: A cinematic film directed by Janicza Bravo featuring Serena Williams, Sha’Carri Richardson, Jordan Chiles, and dozens of other athletes alongside Kim Kardashian.

•The message: Strength, inclusivity, and the beauty of real athletes’ bodies at work.

(https://us.fashionnetwork.com)

Why it worked:

•It leaned into representation with inclusive sizing (XXS–4X) and diverse athlete ambassadors.

•It merged function and style; gym-to-streetwear versatility that feels aspirational and practical.

•It launched with high momentum: film, photography, media buzz, and social content all rolled out simultaneously.

Lesson for nonprofits/events: Representation matters. Just as NikeSKIMS showcased diverse athletes, your campaigns should spotlight the real people behind your mission… volunteers, donors, community members. And like NikeSKIMS’ modular approach, think about creating campaign “systems” that can be repurposed across channels rather than one-off moments.

2. United Way Space Coast — Football-Themed Kickoff

On September 18, United Way Space Coast launched its fundraising season with a football-inspired kickoff event. Instead of a quiet campaign reveal, the organization leaned into the energy of fall sports to rally donors, agency partners, and the broader community.

Why it worked:

•It tapped into cultural relevance — football season.

•It created a shared sense of momentum, making supporters feel like part of the “team.”

•It generated buzz through a memorable theme rather than a standard announcement.

Lesson for nonprofits/events: Don’t treat your campaign launch like an afterthought. Borrow from sports, pop culture, or seasonal themes to give your kickoff event energy. When donors and attendees feel like they’re part of something bigger, they’re more likely to stay engaged all season.

(https://thespacecoastrocket.com)

3. Lush — Café Gourmand Pop-Up

Lush Cosmetics is no stranger to experiential marketing, and in September they transformed their West Village store into a Café Gourmand pop-up. The space smelled like pastries, products were inspired by desserts, and the entire experience was built around indulgence.

Why it worked:

•It was immersive — engaging smell, sight, and touch.

•It turned shopping into an event worth visiting and sharing.

•It blurred the line between retail and hospitality, creating a unique brand moment.

Lesson for nonprofits/events: Think about how to use the senses at your events. Could you introduce signature scents, themed food stations, or interactive installations? When you create a multi-sensory experience, attendees are more likely to remember your mission — and talk about it afterward.

4. Beauty Brands — Humor, Partnerships, and Community

Several beauty brands launched campaigns in September that show how creative risks can pay off:

•Garnier parodied influencer culture with its Water Works series, poking fun at dramatic product testimonials while highlighting sustainability.

•Curlsmith leaned into community-driven storytelling, spotlighting real customers as the heroes of their refreshed brand.

•Maybelline partnered with Olympic rugby star Ilona Maher, blending sports and beauty to tap into new audiences with authenticity.

Why it worked:

•Humor stood out in crowded feeds.

•Athlete and influencer partnerships gave credibility and reach.

•Community storytelling deepened loyalty.

Lesson for nonprofits/events: Don’t be afraid to experiment with tone. A parody fundraising video, a playful ambassador, or spotlighting your community’s stories could create fresh engagement and reach new audiences.

(www.cosmeticsdesign.com)

How to Make Your Marketing Scary Good

These September campaigns prove one thing: playing it safe won’t get you remembered. Whether you’re a global brand or a grassroots nonprofit, the principles are the same:

•Be bold — Take risks with themes, humor, or partnerships.

•Be inclusive — Showcase real people, not stock images.

•Be immersive — Turn every interaction into an experience.

•Be strategic — Back your creativity with strong planning and rollout.

October is the season of surprises. If you’re planning your fall events, Giving Tuesday push, or year-end campaign, ask yourself: What would make our supporters stop scrolling? What would make them feel part of something bigger?

Because in marketing, just like in Halloween, it’s not about playing it safe. It’s about showing up bold enough to be remembered.