Standing out in a Saturated Market

The Challenge

Goodwill is the established king of thrift, not to mention one of the world’s most sustainable brands. 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.

The Solution

We made Goodwill synonymous with Halloween. Young people flocked to the stores and sales leaped by a delightful 38%. Goodwill hauled in more than 150,000 YouTube views; media exposure valued at more $250,000, and won 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.

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