Goodwill Southern California

Igniting Retail Sales

Goodwill funds a wide range of outreach programs, providing a hand up – not a hand out – to those in need. Goodwill Southern California relies mainly on revenue generated by its more than 80 stores.

GOODWILL

Nearly 60% of Goodwill’s annual revenue is earned during the Halloween season, so we created a campaign focused on younger people and aimed at maximizing traffic. 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%.

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DIGITAL

Inspired by the iconic “Smiling G” logo, this series of Halloween-themed characters was brought to life through digital, video and outdoor advertising.

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HALLOWEEN WALLPAPER

A graphic designer in Europe saw the campaign and created mobile phone wallpaper for us.

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OUT OF HOME

A few of the 50 unique outdoor executions throughout Southern California that generated significant brand awareness.

Over the years, we have adapted the work for other Goodwill stores throughout the U.S.

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EARNED MEDIA

The work broke all kinds of records for Goodwill in earned media. Two noteworthy favorites included Funny or Die and Tumblr.