OVERVIEW:
With the Halloween season becoming more of a family affair, and more people looking for fun and affordable costumes, Goodwill Industries of Silicon Valley wanted to increase sales in its stores by highlighting its options and the assistance available from its “costume design team.”
Goodwill also hoped customers would donate their costumes back to the stores after Halloween, and that once they were in the stores, the wide range of merchandise and affordable prices would keep them coming back all year.
STRATEGY:
Goodwill’s campaign included TV advertising in strategically chosen neighborhoods based on their proximity to 19 area stores. To reach adults 18+ (potentially attending multiple parties, while on a budget), an ad spoofing some unappealing costumes available at other stores ran on networks like VH1, MTV, TNT, and Comedy Central. To reach moms aged 25-45, a message that highlighted the wide variety of costumes available aired on networks like Bravo, Lifetime, Cartoon Network, and USA.
SUCCESS:
Goodwill Industries of Silicon Valley achieved an annual sales increase of $1.8 million and an increase of 86,000+ annual customers.