Goodwill OGL
Pop-culture content
While working with Goodwill OGL, I collaborated with the marketing team to create content inspired by relevant trends and memes. This helped the brand stay culturally relevant and connect with Gen Z through humor, while still maintaining its brand identity. Below are examples of content inspired by Love Island Season 7 and the 2025 Grammys + Oscars.
Love Island Season 7 Content
This reel audio was extremely trendy at the time, and by adapting the caption to relate to thrifting, we created a funny and relevant post that also promoted the brand. It went viral, receiving 10M views on @GoodwillOGL.
This slide post used another trending moment from the show to promote the grand opening of Goodwill’s new location. I used Canva to replace the text on the original sign.
Grammy/oscars meme posts
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I sourced trending images from the Grammys to create meme-style content for Goodwill OGL, using pop culture and humour to boost engagement. I crafted captions that tied the images to thrifting culture, ensuring they were timely and brand-relevant.
With a 50% off sale happening that same week, this provided the perfect opportunity to promote the event in a subtle, entertaining way (Slide 1). This approach allowed the brand to stay relevant and connect with its audience.
This post followed a similar approach to the Grammys content, but featured images from the 2025 Oscars. I incorporated key brand messages (sustainability and tax-free shopping) into the captions to reinforce Goodwill's values.
Some photos (Adam Sandler's hoodie, Kieran Culkin holding up 4 fingers, etc.) were already trending online, making them ideal for driving engagement while staying timely and relevant.
