It started with a box and a question. How can we do something good and re-use a growing supply of shipping boxes? The answer: Give Back Box. The Give Back Box makes it possible to donate to Goodwill from the convenience of your own home. Consumers simply reuse their shipping boxes when shopping online with Goodwill's brand partners by attaching a pre-paid shipping label downloaded at www.goodwill.org/givebackbox. An innovative approach was needed to launch the box and get the program off the ground at the start of the holiday season. Goodwill turned to Summit Group to creatively and effectively execute a plan that would get the news out in time.
Spread awareness and generate interest about Give Back Box program.
Develop messaging and delivery method on budget and on schedule.
Encourage media recipients to promote the program to their respective audiences.
Summit decided to go a step above your average press release. Instead we created a media-friendly promotional package consisting of a Goodwill branded shipping box containing a heat-sensitive tumbler with an imprinted call-to action, “Donate Stuff. Create Jobs”, which was activated on the outside when a hot beverage was poured into the tumbler. Inside the tumbler included literature about the Give Back Box program. The tumblers were packaged and shipped out in time to arrive a week prior to Cyber Monday to inspire targeted media recipients to help spread the word among their readers and listeners. The Cyber Monday angle was unique as most consumers often shop on that day but do not necessarily donate.
Many of the contacts who received the boxes wrote articles (364 media placements) in local and national media outlets and posted the news on their social media channels resulting in 526,543,530 audience impressions. The Give Back Box campaign has successfully diverted nearly 75,000 pounds of household goods from landfills. Additionally, Give Back Box has helped more than 3,800 customers conveniently donate enough items to provide more than 107,000 hours of job services and training to Goodwill program participants throughout the country.