There’s no one in the Philippines that’s more synonymous with Halloween than Ed Caluag, a popular Filipino paranormal investigator.

Ed Caluag is the go-to correspondent in Halloween episodes of local TV stations and YouTube channels, where they visit haunted locations and recount real-life scary stories.

With minimal budget for paid reach, the team opted to leverage on the video’s meme-ability. It was seeded on two popular meme communities, Homepaslupa Buddies and Kabulastugan, and achieved a total of 141k organic reach and 90k engagements over a two-day period.