Goodwill knows a thing or two about Halloween.

Published: Fri Sep 07 2018

It’s that time of year when shoppers turn to Goodwill for their Halloween inspiration.

Goodwill has become synonymous with Halloween. So much so, the holiday now represents 60% of the retailer’s annual sales in Southern California. We wanted to move the needle even further and get more people thinking of Goodwill.

So we developed a digital, video, social, experiential, outdoor and print campaign. It generated more than 150,000 YouTube views, hundreds of thousands in earned media and a bump in sales of 40% over the previous year. Best of all, younger, affluent shoppers have continued buying cool stuff at Goodwill year round.

Halloween is the biggest event of the year for Goodwill Southern California. That's why we focused on creating a new attitude for the brand dating back to 1902 - one that strongly connects with Goodwill's 18 -- 34 year old target. Our online ads, wild postings, college kiosks and newspapers, TV (cable, YouTube, viral) and word of mouth marketing campaign generated the highest sales volume for Halloween in the history of the organization.

The Miller Group, a Pacific Palisades, CA based digital boutique agency recently produced a new :30 spot for Goodwill Southern California’s 85 stores. It begins airing online in September and runs through October.

The Miller Group is a Los Angeles marketing company and digital advertising agency specializing in new product launches and brand revitalization.

The Miller Group is a creatively led, strategically driven digital advertising and marketing agency constantly seeking and celebrating new disciplines and innovative ways of thinking to meet our clients’ needs.

The lifecycle of a solution can be measured in days, but a genuine idea can last forever. That’s why we enjoy working with clients who have a clear grasp of their challenge. It leaves us free to focus on the solution.

Advertising isn’t just about selling. It solves social issues, brings people together, creates movements, entertains and leads people to take action.

With more than 1.5 million cause-centric and non-profit organizations competing for attention, the struggle to be heard, valued, and supported is ongoing. Donor and member acquisition, retention, and overall relationship management starts and ends with clearly communicating how a cause matters.

The Miller Group excels at results-driven, digital campaigns that support health and wellness, charitable, and cultural organizations in growing their supporter base; organizing, launching and sustaining profitable capital campaigns, and growing overall brand footprints. Our expertise communicating with foundations, NGO’s, and high net worth households gives non-profit clients a head start in grant and bequest funding. The trend today is toward capital projects, and long-term investments, areas where we have had particular success.

Based on the most recent full-year statistics, $335 billion was given to various U.S. charitable organizations, nearly 75% of it coming from individuals. So it seems to make sense that the digital marketing firm you select not only understand the giving business, but the business of giving.

Credits go to:
Rose Cefalu and Gary Bettman – Producer and Director
Gerome Vizmanos – DP
Renee Miller – Creative Director
Kate Cochrane – Associate Creative Director
Fredrik Sjoblom – Art Director
Jay Diaz – Editor
Music – Pond 5
Contact Name: Raymond Maspons
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