Nonprofit: Trick, Treat, and Thrift with Goodwill Southern California
Challenge
Goodwill, the established king of thrift, is an environmentally and socially responsible brand. With an armada of 80+ stores in SoCal, this nonprofit gives a boost to people in need. Here’s the twist: nearly 60% of its annual revenue comes in during the Halloween season when competition from Halloween mega stores is fierce.
Solution
We made Goodwill synonymous with Halloween. Young people flocked to the stores and sales increased by a delightful 38%. Goodwill hauled in more than 150,000 YouTube views; media exposure valued at more $250,000, and a few creative awards along the way. We did it all on a non-profit budget, which is to say we had to be incredibly inventive.
Results
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 Miller Group is a Los Angeles based, woman-owned, culturally diverse marketing/branding/ad agency founded in 1990. The award-winning marketing/branding/ad agency was founded in 1990, with a 32-year history steeped in not-for-profit marketing and brand reinvigoration. Experienced in B2C and B2B communications.
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