With help from Young & Laramore, Goodwill of Central and Southern Indiana‘s regional fall campaign taps into a digital/social-first strategy in an effort to attract a younger clientele. Since research showed that young women, in particular, were not shopping at Goodwill, Y&L arranged a marriage between the organization and Indianapolis-based arts and fashion magazine PATTERN.
“We knew we wanted to find a way to editorialize fashion to establish credibility with our audience, and that PATTERN magazine was the best partner to help us do that,” explains agency ECD Carolyn Hadlock. The magazine invited six local artists to choose an item at Goodwill and then transform it into a beautiful design – to illustrate the potential of Goodwill as a fashion resource.
The resulting campaign resembles an editorial shoot in downtown Indianapolis; videos follow each artist’s creative journey and the resulting creations, from a Marie Antoinette-inspired dress to a bandeau created from men’s ties. The campaign is running on Facebook, Instagram and in pre-roll through the fall, while the fall edition of PATTERN publishes an editorial spread showcasing the clothing transformations.