Goodwill provides training, employment and supportive services for people with disabilities or disadvantages who seek greater independence. Their vision is to transform lives and
communities through the power of work.
Nearly 60% of Goodwill’s annual revenue is earned through its retail stores in Southern California during the Halloween season. So we used Halloween to drive younger, affluent shoppers (classified as "treasure seekers") into the stores during this time of year, enticing them with fabulous costume "finds" and encouraging ongoing trips to the stores throughout the year.
We created a fully integrated campaign consisting of digital advertising, paid media (TV, OOH, radio, search), social media marketing, PR, and activations to drive younger customers into the stores during Halloween. Our :15 simple but memorable, animated spot titled "Goodwill Halloween" won numerous creative awards, including Communication Arts, ADDY and One Show.
The campaign generated more than 150,000 YouTube views, more than 40 digital, print, and broadcast mentions and upwards of $250,000 in earned media. Sales increased from the prior year by 38%. And Goodwill Southern California ran the campaign for another eight years.