IT’S BEGINNING TO FEEL A LOT LIKE CHRISTMAS – IN OCTOBER.
THE SITUATION
60% of Goodwill’s annual revenue comes from sales during the run-up to Halloween. They call it their Christmas. Goodwill needed 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.
That same billboard from above, as seen in the movie “Drive.”
MADE WITH THE MILLER GROUP IN LOS ANGELES, CA CEO/CCO: Renee Miller
ECD/CW: Greg Collins
AD: Shin Kawase EP: Gary M. Bettman ACCOUNT DIRECTOR: Bill Williams DIGITAL DIRECTOR: Sonja Cifuentes-Hiss ILLUSTRATOR: Andy Mueller EDITOR: Dave Wein
