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Assignment: make Goodwill interesting to younger women who want to craft a “look.”
To lend Goodwill fashion credibility, we partnered with Pattern, a national fashion magazine published in our city. Through them we found six designers and asked them to make clothing from Goodwill finds. We then staged a fashion photo shoot with the designer’s outfits, and used those photos in ads and social media aimed at our target. Then we published an article in Pattern giving Goodwill the credit for inspiring the designers.
Results? 6.2MM impressions overall—a lot for the local Goodwill—with nearly 10,000 landing page visits. Almost 5,000 verified store visits attributed to mobile marketing, a dramatic increase. The press took notice, too, including extensive coverage of the campaign in Adweek, The Muse and The Drum. And now lots more young women think of Goodwill as a resource for “fashion.”