Goodwill knows a thing or two about Halloween.

Goodwill has become synonymous with Halloween. So much so, the holiday now represents 60% of the retailer’s annual sales in Southern California. We wanted to move the needle even further and get more people thinking of Goodwill. So we developed a digital, video, social, experiential, outdoor and print campaign. It generated more than 150,000 YouTube views, hundreds of thousands in earned media and a bump in sales of 40% over the previous year. Best of all, younger, affluent shoppers have continued buying cool stuff at Goodwill year round.