Goodwill Halloween
THE SITUATION
60% of Goodwill’s annual revenue comes from sales during the run-up to Halloween. They came to the agency looking for a new campaign to help generate even more holiday revenue.
THE SOLVE We used their iconic smiling g logo as a launching pad to create a campaign that’s become a Southern California tradition in over 75 unique executions across TV, OOH, print and digital.
THE STATS 13% sales increase in year one 38% increase by year three $750K in earned media 300,000 views
The campaign’s success led Goodwill to expand the campaign nationwide for several years after.
- Project Roles
- Copywriter, Creative Director, Art Director, Director, Writer
- Company
- goodwill
- Skills
- Cat Herding, Comedy, Commercial, Copywriting, Creative Direction, Interactive, Language: English, Management of Teams 1-10
- Media
- Character Animations, Commercials - Broadcast, Commercials - Video, Illustrations, Interactive Videos, Magazines, Posters, Viral Films
- Project Industries
- Non-Profit
