Goodwill Industries of Silicon Valley

OVERVIEW:

With the Halloween season becoming more of a family affair, and more people looking for fun, affordable costumes, Goodwill Industries of Silicon Valley wanted to increase sales in its stores by highlighting their affordable options and the assistance available from their "costume design team." Goodwill also hoped customers would donate their costumes back to the stores after Halloween, and that once they were in the stores, the wide range of merchandise and affordable prices would keep them coming back all year.

STRATEGY:

Goodwill's multi-screen campaign included TV advertising in strategically chosen neighborhoods based on their proximity to 19 area stores. To reach adults 18+ (potentially attending multiple parties, while on a budget), an ad spoofing some unappealing costumes available at other stores ran on networks like VH1, MTV, TNT and Comedy Central. To reach moms aged 25-45, a message that highlighted the wide variety of costumes available aired on networks like Bravo, Lifetime, Cartoon Network and USA. Both commercials also ran on Xfinity.com - the first time Goodwill used its TV spots online. Those online ads also included a link to the Goodwill website to find a local store and submit pictures of the costumes they chose.

SUCCESS:

  • $1.8 million+ annual sales increase
  • 86,000+ increase in annual customers
  • 9,300+ engagements with in-banner video ads.
  • Cumulative viewing time of online ad: 27+ hours.
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