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Goodwill Develops Video Series with Miss DC: The Fashionista Drives Sales

Who knew you could find the latest and greatest fashions at….Goodwill?

District of Columbia Goodwill and my friends at Stella Pop teamed up for a three-part video series on DC Goodwill Fashionista (DC Goodwill’s blog). The concept: Redecorate Miss DC 2009’s apartment with only things she could find at Goodwill. The three parts of the video series consist of 1) before Goodwill, 2) shopping at Goodwill and 3) the results.

Along with the video storyline, Miss DC sang an original theme song for the series with local Grammy-nominated rapper Kokayi (the song was sold for $2 on iTunes with proceeds going to Goodwill).

The results are amazing:

  • Retail sales up 7%
  • Retail traffic up 13%
  • Donations increase of 18%
  • 450% increase in online traffic from before series launch; traffic continues to grow
  • $150,000 in earned media coverage

Goodwill is working to tell a story of extremely affordable fashion.  What a great start with this video series.

How are you telling your story?