Client: Goodwill Industries International
Date: 2022 - 2023
My Role: Creative Director, Copywriter
Challenge: Goodwill wanted to launch an online platform for discovering and purchasing unique second-hand items. The task was to create a 360 campaign that would not only promote the website but also encapsulate the core values of Goodwill, appealing to both existing loyal customers and attracting new ones.
Solution: I created the "Everything You Need" campaign, a multifaceted approach that leveraged website content, organic social content, paid media, and email campaigns. Our aim was to evoke the joy of discovery and the satisfaction of finding value, all while emphasizing Goodwill's commitment to sustainability and community empowerment.
Key Responsibilities:
Leading a global, in-house creative team across various disciplines
Developing a cohesive creative strategy that seamlessly integrated website content, social media, paid media, and email marketing
Ensuring alignment with Goodwill's mission and brand voice
Overseeing content creation, writing, design, and execution across all platforms
Monitoring campaign performance and continuously optimizing
Results: Over $10M in revenue generated in first six months, by driving over 100K unique purchases at launch. Over 250K recycled items sold. 233K email subscribers engaged. Revenue supports community-based programs across the US.
Testimonial: “Thanks to Astound Commerce, the storytelling about our brand, mission, sustainability DNA, and ability to impact every community we serve is powerfully articulated.” - CMO, Goodwillfinds.com
Reflection: How important community management is, as a way to manage audience sentiment for growth-phase brands. This project was a rewarding challenge in aligning various elements of a 360 campaign under one unified theme. It reinforced the power of storytelling and showed how a well-coordinated, multi-channel approach can create a vibrant and resonant brand experience.
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