J. Goodwill of Seattle FOMO Campaign: The essence of shopping at Goodwill is finding that hidden gem before somebody else does. And that means appealing to the fear of missing out (#FOMO) that’s inherent in all of us. Because the fact is, every Goodwill item is so one-of-a-kind that it might not be there tomorrow, or at 5 p.m., or even in 10 minutes. To appeal to maximum FOMO feelings, we developed strategy and tactics to let potential shoppers know when new items came into the store—in real time. The comprehensive campaign relied heavily on social media, augmented with out-of-home and digital advertising.
Results for the campaign were excellent, with a year-over-year in-store sales increase that nearly double the average of the rest of the volatile retail sector.
