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%.
Inspired by the iconic “Smiling G” logo, this series of Halloween-themed characters was brought to life through digital, video and outdoor advertising.
A graphic designer in Europe saw the campaign and created mobile phone wallpaper for us.
The work broke all kinds of records for Goodwill in earned media. Two noteworthy favorites included Funny or Die and Tumblr.