EVERGREEN GOODWILL
FIND YOUR RARE
CLIENT: Evergreen Goodwill is the largest Goodwill in the world. For over 100 years, their mission has provided job training programs, classes, and other opportunities for the Northwest Washington community.
CHALLENGE: The rise of thrifting and secondhand stores has forced Goodwill to stand out in a sea of competitors. How can we make Goodwill stand out?
SOLUTION: By promoting the Goodwill difference. Evergreen Goodwill is the only thrift store where a portion of every dollar from retail sales helps to directly fund job training programs and classes. And they do that by selling rare, vintage, and unique items that you can only find here.
In addition to a digital and IRL campaign, we partnered with three local influencers for special edition pop-up collections in stores. Two pop-ups featured a DJ.
How’s that for rare?
RESULTS:
52M+ advertising impressions (72% YOY)
150M+ positive earned media impressions (+623% YOY)
one pop-up provided a 71% increase in sales YOY
I wrote taglines, ad captions (meta, pinterest, youtube), vo scripts and signage for influencers. and helped with the press release.
Explore your unique interests, style, and more at Goodwill. Shop local finds, create local good.
From clothing to collectibles, Goodwill has the rare finds that make an impact in your community (and your collection).
Your rare finds at Evergreen Goodwill stores provide free job training programs in King, Snohomish, Skagit, Whatcom, and Kitsap counties.
Gorpcore aesthetics. Streetwear staples. Feminine flair.
That’s what Nichole of @seattlesalvage will bring to our flagship store this spring in a limited time pop-up collection! Nichole’s big on outdoor adventure, vintage fleece, and sustainability—things that we know a thing or two about. Shop her picks and help fund free, local, life-changing job training programs in our community. Visit our Rare Finds pop up on Friday, March 28 at 1400 S Lane St. See you there! 👀❤️🔥
#GoodwillEvents #SeattlePopup
Our Rare Finds collection is all about highlighting Seattle tastemakers who reflect Goodwill’s mission. From sustainable shopping to supporting free job training programs, Nichole of @seattlesalvage cares a lot about the life-changing impact behind her Goodwill purchases.To shop Nichole’s hand-picked collection, come to our flagship store during store hours from Friday, March 28 to Sunday, April 27 at 1400 S Lane St. See you there! 💙♻️
Rare finds, life-changing impact.
For the better part of the past year, we’ve been building a full-scale, omni-channel campaign for Evergreen Goodwill—one of the largest regions of Goodwill’s global footprint.
The campaign has been one of our most ambitious undertakings yet. From campaign concept through production of video, digital, social, media, experiential, and out-of-home (and more).
The challenge? Drive 10 million footsteps through a campaign that reimagines a 100-year-old brand while connecting a newer and younger audience, resurging trends around secondhand shopping, and a community impact model that has lost its clarity in terms of messaging.
Evergreen Goodwill serves five counties in Northwest Washington through multiple donation and retail spaces, but their mission is bigger than retail. Proceeds from Goodwill stores go back to their respective communities, directly supporting ESL classes, technology assistance, barista training, and more. It’s a 100-year-old, one-of-a-kind business model unlike anything else in the secondhand space today.
Which brings us to Find Your Rare…
Find Your Rare is an all-encompassing campaign getting shoppers excited about the oddities and rarities you can find in Evergreen Goodwill retail stores and the rare opportunities given to folks because of these purchases.
If you’re in the Northwest, look for the campaign on social and IRL and catch special pop ups at select Goodwill locations featuring rare finds throughout the year.
Services: Campaign Development, Creative Strategy, Creative Direction, Video Production, Visual Design, Media Planning & Buying, Influencer Marketing, Event Production
💡Campaign💡
Account Director / Producer: Michael Huang
Strategy: Chike Ume
Creative Director: Tiarra La
Art Director: Lucero Torres
Project Manager: Matt Maniquis
Social and Content Strategy: Kendra Syrdal
Designer: Liam Stone
Copywriter: ME
Paid media: DNW Digital