We’ve convinced shoppers in our region that Goodwill is primarily a retail store, with great discoveries and better prices—and people generally understand that the funds generated by the store fund their mission. Turns out, this tends to improve the quality of the donations we get, which then reinforces the shopping habit: our campaign, in all media, is considered a case study and a success for over twenty years. So what were we missing? Young women—maybe the most coveted shopping demographic. How could we get more young women who were interested in fashion to consider Goodwill?
Online and in social media—where the young female shopper spends most of her time—we pushed what we drily referred to (with a wink) as “The Goodwill 2018 Spring Fashion Collection” and pointed out it was “Now randomly appearing in stores all around you.” Visually, we used a fashion sense to photograph stylish items that (a) might conceivably be found on a Goodwill shopping trip, if you’re lucky; and (b) could serve as inspiration for your Spring Look this year, as a springboard. (After all, if you save big on the item(s) that inspire your look by discovering them at Goodwill, you can potentially justify spending some obscene amount on a brand-new piece from a famous designer.) A combination of Facebook and Instagram images (many in slide-show format that showed the item that inspired the look, then the-rest-of-the-outfit), Insta-stories on Instagram, social-media-initiated scavenger-hunt contests to find specific high-fashion items we placed in random stores, and a healthy back-and-forth in the comment sections of the posts made The Goodwill 2018 Spring Fashion Collection a fun new way to think of the brand.
Increased engagement among our target demo occurred in all social media. At the time of the this writing, sales numbers are unavailable, but based on reactions to the online media executions and ongoing social presence, the campaign is reaching young female shoppers, who post their finds, model their spring look, comment (often with just emojis) on posts and “brag” about their discoveries at Goodwill in greater numbers than usual.