Goodwill 2017 “Style With a Purpose” Integrated Marketing Campaign
Goodwill’s Style with A Purpose campaign was born out of a need to attract millennials and younger consumers unfamiliar with Goodwill’s brand and its mission. Research shows that millennials and younger age groups are more willing to purchase products if there is a social or environmental benefit tied to their purchase. The campaign raises awareness of Goodwill as both a trendy, low-cost fashion retailer and a trustworthy social enterprise in the minds of these potential customers. Beyond top-of-mind awareness and brand-building, the immediate goal of this campaign was to attract social media users to our Style with a Purpose landing page. The page features content from a host of influential bloggers and fashion-minded thrift shoppers who love to find bargains, look their best on a budget and offer advice to others on finding great deals.