I just ran across this online-video success story, which outlines how Goodwill Industries recently teamed up with Miss DC to showcase how a young, hip urbanite on a budget can turn to Goodwill for quality home decor and clothing. According to content marketing expert Joe Pulizzi, 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
One of the videos is embedded below – it’s well-produced, but not heavy on special effects or sophisticated editing, by any means. This is something that pretty much any political organization or small business can produce with just a little help from somebody with even very basic video production skills:
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