Goodwill
Known nationwide for secondhand style and community impact, Goodwill leverages social media to position itself as the ultimate thrifting bestie. By leaning into Gen Z slang and approachable humor, the brand turns sustainable shopping into a culturally relevant movement.
National Thrift Shop Day Campaign
To own the narrative around National Thrift Shop Day, Goodwill set out to become the go-to destination for thrifters. Through a dedicated Instagram push, we activated the community with thrift-centric copy, niche thrifting humor, and constant reminders of the upcoming date.
To reward Goodwill's most dedicated audience, we leveraged Instagram’s "Close Friends" feature to deliver exclusive, native-feeling Stories. By reserving this content solely for existing followers, we created an insider experience—delivering a private, personal reminder for National Thrift Shop Day that felt like a direct message from a fellow thrifting bestie.
Close Friends Story
