Goodwill SoCal

The Miller Group + The Miller Group
Increase Brand Awareness


Increase in Sales


Video Views


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.


  • Branding Strategy
  • General Consulting
  • Digital Design
  • Video Production
  • Social Media Management
  • Inbound Marketing
  • Mobile Marketing
  • Television
  • Radio

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.


  • 38% Increase in Sales
  • 150,000 Video Views

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.

The Miller Group

The Client
The Miller Group

Professional Services
~15 Employees
The Miller Group

The Agency
The Miller Group

Pacific Palisades, California
~15 Employees