
- Award
- Gold
- Agency
- Young & Laramore
- Client
- Goodwill of Central & Southern Indiana
- Art Director
- Carolyn Hadlock
- Category
- Retail
- Country
- United States of America
- Award
- Gold
- Agency
- Young & Laramore
- Client
- Goodwill of Central & Southern Indiana
- Art Director
- Carolyn Hadlock
- Category
- Retail
- Country
- United States of America
- Title
- Goodwill Craft Your Look Campaign
- Designer
- Daniel Vuyovich
- Photographer
- Polina Osherov
- Writer
- Charlie Hopper
- Main Contributor
- Young & Laramore
- Executive Creative Director
- Carolyn Hadlock
Assignment
Assignment: make Goodwill interesting to younger women who want to craft a “look.”
Approach
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
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.”
Contact Information
- Company Name
- Young & Laramore
- Phone
- 317-264-8000
- chadlock@yandl.com
- Website
- yandl.com
- Address
- 407 Fulton St
Indianapolis, IN
46202