Goodwill launched a call-to-action campaign on the first day of Spring that uses social influencers to encourage donations, shopping and educates the public about the non-profit’s community efforts.
The month-long campaign will use the Spring cleaning tradition as a segue into four themes—donate, shop, Goodwill’s mission and sustainable living.
From March 21-27, lifestyle influencer Carmen Flores will encourage her 12,000 Instagram followers to declutter and donate unused items to Goodwill. Flores has partnered with several brands on her channel including Koia, Hello Fresh and Even Flo Baby.
The campaign shifts its focus to shopping from March 28-April 3 with fashion influencer Nicole Mazur. Mazur has partnered with Goodwill in the past for back-to-school and Halloween campaigns, highlighting the ability to create one’s own look on a budget. Mazur currently has 40,000 Instagram followers.
From April 4-10, the campaign will turn its attention to Goodwill’s mission statement. Jamé Jackson is a blogger, fashion influencer and advocate for those who are deaf or hard of hearing with nearly 7,000 followers. She will post a video in American Sign Language (ASL) that talks about how shopping at Goodwill will impact the community. Jackson will also share the message on her blog.
The last stretch of Goodwill’s campaign focuses on sustainable living. Buzzfeed Home and Décor Producer Ashley McGetrick will lead the activation from April 11–18. McGetrick, who commands an audience of 10,000, will encourage her fans to shop at Goodwill for their next DIY project.
Decluttering one’s life has become more than an annual spring tradition, creating unique opportunities for bargain stores and non-profit organizations like Goodwill. Shows like Tidying Up with Marie Kondo have inspired a 20 percent surge in donations to Goodwill, the company stated, adding that donations have tripled in Washington D.C.
During Cannes Lions Festival of Creativity 2018, Scott Goodson, founder and CEO of StrawberryFrog, told the audience that advertising can do more than sell products—it can start a movement.
“Movements are about experience, having a mindset, action, trying something new and having the confidence to start something new,” said Goodson. “You can apply the principles of a social movement to mobilize the masses and create confidence to create positive change.”
That positive change can be as simple as finishing a project around the house, reducing clutter or updating your wardrobe. Goodwill encourages this behavior, then takes it a step further with feel-good causes like helping the community and sustainable living.
Microinfluencers like the ones that Goodwill partnered with may reach a smaller audience than your average Kardashian, but a recent study by Markerly found that micro-influencers have better engagement.
Those with less than 1,000 followers generally received likes on their posts 8 percent of the time, Markerly observed, while users with 10 million+ followers only received likes 1.6 percent of the time.
Goodwill might have found the sweet spot when it comes to follower count. If Markerly’s assessments are correct, influencers in the 10k-100k follower range offer the best combination of engagement and broad reach.