For the past couple years Playboy has been focusing its efforts in transitioning from an adult-editorial to major lifestyle brand and e-commerce destination, leveraging their decades of photography and brand iconography that is immediately recognizable around the world. To support this effort, WITHIN focused on Playboy’s efforts on reclaiming the “bunny” costume and the bunny icon as its own, starting with their Halloween 2021 collection consisting of a variety of themed “bunny” costumes and lifestyle products, expanding through their Holiday campaign. The creative team at WITHIN took inspiration from Playboy's heritage and blended with a modern touch, producing a series of best-performing paid social content for the brand. 

The Halloween campaign performed exceptionally, which surpassed the total sales goal by 4%, driving $2.2M in total sales and 6.6% ROAS in the month of October in 2021.