Goodfair is an online recycled clothing retailer focused on reversing the negative effects of consumerism. Unlike ThredUp or a normal thrift store, customers purchase "product categories or bundles" and are sent an eclectic mix of items adding a mystery element to the experience.
Challenges:
- Often sold out of in-demand product categories, making it hard to scale top-performing ads
- Didn't have a consistent stream of new content
- Always had an abundance of low-converting product categories that they wanted to push
Strategies:
- Immediately created evergreen ad content that converted well and was scalable since it wasn't tied to a specific product
- Worked with the client on an influencer outreach plan to build up their asset library—used this content to create eye-catching videos that focused on the styling of the products, while also highlighting Goodfair's mission
- Pitched the client on product-specific influencer outreach initiatives to get more creative (and hopefully higher converting) content featuring the products that were a tougher sell