Goodwill Southern California
14 years of good looks and greater impact.
Amid the neighborhoods of Los Angeles, Riverside, and San Bernardino counties, an icon emerges – a local thrift shop and donation center, most commonly known as Goodwill Southern California. As our decade-long partnership has showcased, this organization is far more than racks of pre-loved treasures, it’s a dynamic force that fuels transformative job training programs and community resources. With 120 locations as its stage, Goodwill SoCal orchestrates empowerment like no other.
Digital Evolution Amplified.
Being part of a company with the nationwide brand recognition of Goodwill, Goodwill SoCal needed a digital presence that properly served its existing brand equity and communicated to its customers that it is much more than just a secondhand store. Starting with the website, we built an online hub to streamline communication between Goodwill SoCal and its customers, from an effective store locator to seasonal campaign messaging. Since its genesis, the average monthly traffic to the site has increased by 690%, with over 4.5 million pageviews in 2022 alone.
Digital Evolution Amplified.
Being part of a company with the nationwide brand recognition of Goodwill, Goodwill SoCal needed a digital presence that properly served its existing brand equity and communicated to its customers that it is much more than just a secondhand store. Starting with the website, we built an online hub to streamline communication between Goodwill SoCal and its customers, from an effective store locator to seasonal campaign messaging. Since its genesis, the average monthly traffic to the site has increased by 690%, with over 4.5 million pageviews in 2022 alone.
Cultivating Thrifting Disciples.
Brand Knew breathed life into Goodwill SoCal’s social media channels. Our initiation and stewardship of the Instagram account saw its growth surge to over 27,000 followers. This accomplishment positioned Goodwill SoCal as a frontrunner in the Goodwill family, boasting the most followed Instagram account in the country.
Maintaining this momentum has been a consideration of thoroughly understanding cultural trends, producing content, and evolving strategy to feed the perpetually shifting Meta algorithms.
Alliances with Tastemakers and Trendsetters.
An influencer strategy became an increasingly important consideration for Goodwill SoCal, with Brand Knew facilitating various partnerships over the years. Goodwill’s significant following of loyal shoppers presents a rich breeding ground of content creators that are ripe for integrated partnerships.
To leverage these opportunities, Brand Knew created custom influencer strategies for in-person and digital activations, a blueprint for social media promotions, and a list of potential influencers that would authentically and narratively fit the brand. From January to August 2023, Instagram influencer collaborations generated over 100k impressions and 5k+ genuine engagements.
Setting, Surpassing, & Raising the Bar.
Notable growth and achievement lie at the core of our partnership. The 690% surge in average monthly website traffic speaks to Brand Knew’s data-driven approach. Similarly, our Google Adwords initiatives physcially propelled 55,000 customers into Goodwill SoCal’s stores, underscoring our capacity to convert digital engagement into tangible footfall. On social, we have seen our fanbase create over 110k engagements across social channels in 2022 alone.
Setting, Surpassing, & Raising the Bar.
Notable growth and achievement lie at the core of our partnership. The 690% surge in average monthly website traffic speaks to Brand Knew’s data-driven approach. Similarly, our Google Adwords initiatives physcially propelled 55,000 customers into Goodwill SoCal’s stores, underscoring our capacity to convert digital engagement into tangible footfall. On social, we have seen our fanbase create over 110k engagements across social channels in 2022 alone.
Adapting to the Unpredictable.
The mark of a strong partnership lies in navigating unforeseen challenges. From raging wildfires to the pandemic’s upheaval of status quo, Brand Knew’s crisis communication strategies kept Goodwill SoCal’s community informed and engaged. Following the height of the COVID-19 pandemic, the Brand Knew team crafted a reintegration strategy for the reopening process to keep Goodwill Southern California’s customers aware and ready to re-engage with the brand’s 120+ locations. In times of uncertainty, we ensured that their brand remained steadfast and dependable.
Blueprint for Evolution.
Our partnership with Goodwill SoCal is not just about the past—it’s about future possibilities. We’ve laid the foundation for digital expansion, ensuring that the brand remains not just relevant but at the forefront of digital innovation.
Our journey with Goodwill SoCal exemplifies Brand Knew’s dedication to delivering exceptional results. We’ve helped transform a century-old brand into a modern digital force capable of making a difference across generations.
