Case Study: Goodwill boosts Halloween sales with The Miller Group

Goodwill boosts Halloween sales 38% with The Miller Group

The Miller Group was engaged by Goodwill, a major thrift and sustainable retail nonprofit, to address the challenge of standing out in a saturated Halloween market. With nearly 60% of its annual revenue generated during the season, Goodwill faced fierce competition from Halloween mega stores.

The Miller Group implemented a multi-channel campaign that made Goodwill synonymous with Halloween. The solution included video, social media, out-of-home advertising, digital, PR, and activations. This strategy drove a 38% increase in sales, attracted new loyal customers and brand ambassadors, and delivered a high return on investment for the vendor.

Goodwill