GOODWILL DECADES

My Role

Developed an evergreen campaign strategy to strengthen brand awareness and influence customer behavior across key audiences
Led creative direction across copy, photography, and visual concepts to ensure consistency across channels
Managed full campaign production from concept to execution, directing photographers and videographers, styling models, and collaborating with agency partners

Campaign Impact

Earned 10M+ Impressions over 2mo run
Increased sales by 1.8% MoM and 8.3% YoY
Increased store visits by 17.82% MoM and 23.26% YoY

Creative Team

Diana Rose Smith (Creative Manager)
Abigail Toon (Senior Designer)
Caleb Stafford (Junior Designer)

Challenge

Develop a digital campaign that positions Goodwill Central Texas as the leader in thrift to drive brand awareness and shopping behavior both in-store and online.

Solution

"Serving Looks Since Forever"

This headline emerged from our brainstorming and felt like the perfect blend of cheeky, fresh, and modern. We decided on a Goodwill Across the Decades photoshoot to embody the concept of bringing back old styles and wearing them today. It also still felt tied to our original idea of Goodwill being the "OG" of thrifting.

While the image to the left was AI generated during our brainstorming, it helped lay the foundation for our creative direction: people centric photography, styles that portray the decade, closeups, and use of colored lighting.