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Goodwill International Industries

Monthly Content

Overview

For Goodwill International Industries, monthly content is more than just a posting schedule—it’s a digital community hub for Gen Z and Zillennial thrift lovers. By capturing the intersection of seasonal trends and pop culture, we’ve established a "thrifting bestie" persona that resonates across platforms. This audience-first approach ensures every post is a candidate for the group chat and reposts.

Key Results

6.9 million+ increase in impressions across platforms (Facebook, Instagram & TikTok) YOY

Over 84,000 new followers across Facebook, Instagram, and TikTok in 2025

710,000+ more engagements across platforms (Facebook, Instagram &

TikTok) YOY

TikTok Commentary

Overview

Goodwill’s TikTok presence is a vibrant ecosystem where we see hundreds of tags and mentions daily. We don’t just monitor this space; we live in it. By showing up in the comments of thrifting vlogs, "favorite find" hauls, and upcycled DIY projects, we celebrate our community’s creativity in real-time. Beyond our own mentions, we lean into internet culture by engaging with trending videos and like-minded brands, ensuring Goodwill remains a conversational, humanized leader in the thrifting space (sometimes we even get engagements from celebrities).

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Key Results

Contributed to spikes in profile views of up to 150,000 

Most successful comment received over 175,000 likes, outperforming other brands in the comment section

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National Thrift Shop Day PR Box Campaign

Overview

For National Thrift Shop Day, we pivoted from brand-centric messaging to community-led storytelling. Recognizing that our audience views Goodwill's mission as more authentic when shared by fellow thrifters, we launched a strategic influencer campaign to drive awareness. We partnered with 13 macro and micro-influencers, equipping them with curated PR boxes that linked the joy of thrifting to Goodwill’s larger impact: funding local career training. By empowering creators to tell our story, we turned a promotional moment into a mission-driven movement."

Key Results

578,866 total impressions from in-feed creator posts

222,391 estimated reach from story posts from creators

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