Goodful Collective Campaign

In collaboration with Target

Current Campaign Overview (Still in progress)

Goals

• Raise brand awareness.

• Launch the Goodful Collective Brand products.

• Generate sales of the new.

• Engage with the community.

Audience

• Gen Z and Millennials

• Mostly women between the ages of 18-36

• Possess some disposable income and are willing to spend on products or services they care about

• People who don’t trust just any brand — skeptics!

• Community-minded

• Intentional Living 

• Care about the environment 

• Core group of friends 

• Can keep at least one plant alive

• Would definitely like a “A Day In The Life” video format, but only if it’s honest 

Marketing Strategy

Collaborate with creators in the wellness category, but in an accepting and nonjudgmental way. Allow them to create social media videos in their own style (authenticity). Display at least one product in each video and how it can be used. Mention the product name and the Goodful brand.

Call To Action

Visit the Goodful online store to order the product.

Mention the product name (Without a direct call to action. To build trust and not seem like a sales video).

Success Metrics

Website clicks/Sales.

Engagement with the audience.

Grow the creator's communities.

Campaign Content 

3 Months' worth of daily short-form video content. 

Original content and licensed content.

Click the images to visit the live Instagram videos