Park&Co

Online and offline word or mouth campaign creates buzz for Goodwill.

We're not wedding planners. We're buzz generators. But sometimes the biggest impact can come from an unexpected place-like a lucky couple you provide with an all-expenses-paid wedding in order to showcase your merchandise. This plan made for a very memorable, very mentionable experience for Goodwill. Ditto the winning couple, who were able to transform a standard, traditional wedding into an eclectic, unforgettable event. Now that's a story worth telling.

Most people think of Goodwill as a place to donate items they're no longer using. Which is true. But that doesn't mean the stores are filled with old junk.

Goodwill has come a long way in the last decade, and few people realize the quality and quantity of great treasures to be had there. We knew if we found the right couple and gave them the freedom and resources, they'd tell that story far better than we could as they strode toward and down the aisle.

With that idea in place, it was all a matter of creating memorable experiences and building platforms for them to be shared. We used social media like the Ning network to help promote the contest and select the couple, plus we took more traditional PR approaches as well. But from the start, this campaign wasn't about slick marketing. It was much simpler than that. It was about how a bride selecting her dress and a groom trying to understand place settings could tell a better story about Goodwill's merchandise than any print ad or radio promotion ever could.

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