Date: 2022 - 2023
Client: Goodwill Industries International
Agency: Astound Digital
My Role: Senior Creative Director / Senior Copywriter
Project: Bringing a Legacy Online — The Goodwill "Everything You Need" Campaign
Situation: Goodwill Industries International, a beloved institution with a century-long legacy in physical retail, was preparing for a monumental step: the launch of its first-ever centralized online shopping platform, Goodwillfinds.com. The challenge was to introduce this digital storefront in a way that would excite their loyal, in-person customer base while also capturing the attention of a new, digitally-native generation of socially-conscious shoppers.
Task: As the Creative Director and Copywriter, I was tasked with leading the global in-house creative team to architect and execute a comprehensive 360-degree launch campaign from the ground up. The mission was to create a powerful, unified brand narrative that would drive significant e-commerce revenue while reinforcing Goodwill’s foundational values of sustainability, discovery, and community impact.
Action: I developed the "Everything You Need" campaign, a multi-layered creative platform designed to resonate on both a practical and emotional level. Leading a diverse creative team, I oversaw the strategy and execution from concept to completion:
Creative Strategy & Development: I conceived the "Everything You Need" tagline and narrative, a dual-meaning concept that celebrated finding unique items for one's personal style while funding the community services that people need. I developed the cohesive strategy that seamlessly integrated website content, social media, paid media, and email marketing under this single vision.
Team Leadership & Content Oversight: I led the global in-house creative team, overseeing all content creation, including copywriting, design, and final execution. I ensured every piece of content was deeply aligned with Goodwill's core mission and brand voice.
Community & Audience Growth: I directed an organic social strategy that prioritized community management, recognizing its importance in shaping positive audience sentiment for a new digital brand. We focused on telling authentic stories to build a vibrant and engaged online community.
Performance & Optimization: We continuously monitored campaign performance and user engagement data, using those insights to progressively optimize our creative and messaging across all platforms to maximize impact and ROI.
Action: I developed the "Everything You Need" campaign, a multi-layered creative platform designed to resonate on both a practical and emotional level. Leading a diverse creative team, I oversaw the strategy and execution from concept to completion:
Creative Strategy & Development: I conceived the "Everything You Need" tagline and narrative, a dual-meaning concept that celebrated finding unique items for one's personal style while funding the community services that people need. I developed the cohesive strategy that seamlessly integrated website content, social media, paid media, and email marketing under this single vision.
Team Leadership & Content Oversight: I led the global in-house creative team, overseeing all content creation, including copywriting, design, and final execution. I ensured every piece of content was deeply aligned with Goodwill's core mission and brand voice.
Community & Audience Growth: I directed an organic social strategy that prioritized community management, recognizing its importance in shaping positive audience sentiment for a new digital brand. We focused on telling authentic stories to build a vibrant and engaged online community.
Performance & Optimization: We continuously monitored campaign performance and user engagement data, using those insights to progressively optimize our creative and messaging across all platforms to maximize impact and ROI.
Result: The "Everything You Need" campaign successfully launched Goodwill's e-commerce platform, delivering immediate and significant results that far exceeded initial projections. The powerful storytelling and integrated strategy translated directly into measurable success:
Over $10 Million in revenue generated in the first six months.
Over 100,000 unique purchases driven at launch.
Over 250,000 recycled items given a second life.
An engaged audience of 233,000 email subscribers built from the ground up.
Crucially, this revenue directly funded Goodwill's community-based programs across the United States. The campaign’s success in articulating the brand's core values was validated by Goodwill's leadership:
“Thanks to Astound, the storytelling about our brand, mission, sustainability DNA, and ability to impact every community we serve is powerfully articulated.”
— CMO, Goodwillfinds.com
Project Reflection: This project was a rewarding challenge in aligning the many moving parts of a 360 campaign under one unified theme. It reinforced the critical power of storytelling and community management in a brand's growth phase. Ultimately, it proved how a well-coordinated, multi-channel approach can create not just a successful launch, but a vibrant and resonant brand experience that drives both revenue and mission.
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