Getting ghosted by your situationship is uncomfortable, but getting over it doesn’t have to be. In honor of #SpookySzn, we surprise-and-delighted users on TikTok + Instagram who had blessed our feeds that year with their situationship “ghost stories” with The Mourning Kit.

As Social Creative Lead for Hanes (The Martin Agency), I directed a creative team during concepting and production, as well as partnered with our social team to source the most impactful stories to engage with on our priority channels.

Each item within the kit and its subsequent benefit were matched with a symptom of grieving from getting ghosted: sage (for clearing the air), tissues (for tears), a newspaper (filled with custom obituaries based on each recipient’s story), and of course the newest line of Hanes Originals to make yourself comfortable through it all.

Results: 2.19:1 ROAS (return on ad spend). 4.1M potential impressions.