The story of how a 12ft skeleton became
our top-performing Black Friday influencer:

The Opportunity💡

In October 2024, the internet became obsessed with exactly one thing: giant yard skeletons.

TikTok was flooded with “Skelly” content, Home Depot was selling out nationwide, and creators were treating these 12-foot decor pieces like full-blown mascots.

Instead of trying to invent a net-new concept to gain awareness for our Black Friday sale, we decided to redirect existing cultural momentum.

If everyone was already talking about giant skeletons… why couldn’t ours join the conversation?

After about a week of searching different Home Depots, we bought our own 12-foot skeleton and staged him all over Boston holding a simple (but darkly funny) sign:

“I waited too long to book the trip.”

We set up “Skelly Bob” in spots all over the city, captured a mix of chaotic street-style content and polished hero assets, and let passers-by and social media do the rest.

The content immediately took off with millions of impressions and comment threads demanding more Skelly Bob content.

Beyond the social metrics, it extended our Black Friday sale message into a space that audiences were already actively engaging with — proving that when you meet culture where it’s at, it meets you right back.