Make it local.
Halloween is Goodwill’s busy season. The stores spend a big chunk of every year preparing for autumn, and the marketing team spends most of its annual budget driving shoppers to the stores for affordable DIY costumes and party decor.
Instead of merely replicating our banner ads for social media, I wanted to do something engaging — something that represented Goodwill Minnesota better than a three-step witch costume.
I created a list of DIY Halloween costumes celebrating Minnesota icons and worked with illustrator Ry Macarayan to bring them to life.
For the social campaign, I wrote a lead-generating personality quiz where users rated their uniquely Midwestern traits for a costume recommendation. Plus I posted each costume individually throughout October with instructions on how to create it using thrifted finds.
Some #MNHalloween Highlights
Spoonbridge and Cherry
“The centerpiece of @walkerartcenter's #MinneapolisSculptureGarden is 30 years old this year [edit: 2018]! With a little determination and a lot of foil, you can recreate the iconic Spoonbridge and Cherry for your Halloween costume.”
Butter Sculpture
“Did you miss your shot at Princess Kay of the Milky Way? Take your crown this Halloween by dressing up as the @mnstatefair butter sculpture you've always deserved.”
Hanson Brothers
“Whether you choose the fictional Hanson trio from Slap Shot or their real-life counterparts the Carlson brothers, the costume essentials are the same. Long hair and taped up glasses required, fake blood from brutal fights optional.”
Paul and Babe
“Let’s kick off #MNHalloween with our folkloric founding father, Paul Bunyan. This costume’s easy to pull off — as a Minnesotan, you already own red flannel and look great in it.”
Prince
“No matter where life took Prince, he celebrated Minnesota as home. Should you pay homage to the Purple One this Halloween, or is another iconic Minnesotan more your style? Take our personality test to find out.”
Lucy
“The setting of Peanuts is a matter of some dispute, but with over 100 statues of Charlie Brown and company spread throughout Minnesota, we've pretty much staked our claim. This Halloween costume idea is perfect if you've got a big group.”
Rose Nylund
“Heart of gold, head of air — you can't not love Rose Nylund. If you need a last-minute costume, channeling The Golden Girls is a surefire win. For Rose you just need curly hair, pearls, and a bright dress with ample shoulder pads.”